100 Million Users and One Missing Segment

Back in 2018, Globo.com had what many companies would consider a nice problem to have: we had about 100 million users. Unfortunately, advertisers weren&rsquo;t particularly interested in buying impressions for &ldquo;100 million humans of unknown characteristics.&rdquo; They wanted targeting. And the most basic targeting segment of all, the gender, was exactly where we had a problem.