Eyeota, a Dun & Bradstreet company and a global source of audience solutions empowering advertisers worldwide, has announced a strategic partnership with Equativ, a leading global independent ad platform. This strategic alliance integrates Eyeota’s sophisticated audience solutions directly into Equativ’s Supply-Side Platform (SSP), significantly enhancing the precision, reach, and scalability of omnichannel advertising.
This collaboration brings together Eyeota’s vast network of over 60,000 B2B and B2C audience targeting segments covering B2B, socio-demographics, contextual signals, lifestyle, brand affinities, interests, intent signals, past-purchase behaviors, ownership, employment insights, seasonal events and more. Providing access to audiences from over 75 premium data partners, including Dun & Bradstreet, paired with Equativ’s cutting-edge technology, enabling advertisers to tap into high-quality audience data across 30+ verticals in over 200 countries. This integration is particularly focused on key markets across Europe, Asia, Australia, and the Americas, providing a robust framework for delivering personalized and effective campaigns at a global scale.
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By embedding Eyeota’s audience marketplace within the Equativ Buyer Connect Curation Platform, the partnership empowers advertisers to craft highly targeted and effective campaigns. Media buyers using Equativ’s platform can now access Eyeota’s rich, quality-certified data sets to enhance their campaign planning and targeting efforts across any media channel, ensuring that personalized messages reach the ideal audiences.
Unique Synergies Between Eyeota and Equativ:
- Omnichannel Targeting Precision: Eyeota’s ID-agnostic technology ensures comprehensive and addressable audience reach, to users on all open-web browsers such Google, Safari and Firefox, as well as on cookieless channels and devices including CTV, digital out-of-home, social and audio. This capability aligns perfectly with Equativ’s robust, cookieless-ready SSP, offering unparalleled targeting accuracy in a rapidly evolving digital landscape.
- Privacy-Centric Solutions: Both companies share a commitment to privacy and data protection, adhering to regional laws like GDPR and CCPA. This partnership strengthens the privacy-centric and addressable audience solutions that are critical for today’s digital marketers navigating a landscape increasingly defined by data privacy concerns.
- Scalability and Flexibility: Advertisers can leverage this integration through various transaction types, including Private Marketplace (PMP) deals, Programmatic Guaranteed (PG) Direct Deals, and open auctions. This flexibility allows for increased scalability and the ability to meet diverse campaign needs.
“Eyeota’s partnership with Equativ builds on our mission to empower advertisers to create trusted connections with consumers in an increasingly fragmented digital landscape,” said Georgina Bankier, Vice President of Global Commercial and Platform Partnerships at Eyeota. “Integrating our audience data solutions with Equativ’s cookieless-ready SSP enhances targeting precision and drives higher ROI for omnichannel campaigns.”
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“Equativ’s SSP, known for its future-proof, cookieless-ready capabilities, is the perfect match for Eyeota’s data richness and precision,” added Claude Spasevski, Senior Vice President Data and Retail Media at Equativ. “This partnership exemplifies our shared vision of delivering high-performance, privacy-compliant marketing campaigns that resonate with consumers.”
This partnership represents a pivotal advancement for digital marketers seeking to enhance their campaign effectiveness in a world moving rapidly toward a changing landscape. By combining Eyeota’s comprehensive audience data with Equativ’s robust ad delivery platform, marketers can achieve greater addressability, precision, and ROI across a diverse array of channels.
The synergy between Eyeota and Equativ sets a new standard for personalized, scalable, and privacy-centric digital marketing. As the industry continues to navigate the challenges of identity resolution and data privacy, this alliance ensures that brands and advertisers can deliver impactful, compliant, and effective campaigns at scale.
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