turns on the numbers. Adap.Tv

Posted by Lucy Halliday On October 09, 2012

Sydney, Australia – October 9, 2012: today announced a partnership with eyeota, the region’s leading audience data marketplace, offering deeper analytics to support’s programmatic capabilities. Campaigns can now be planned and delivered using a deeper data set, building knowledge and enabling precision targeting that will drive campaign efficiencies. The data can be accessed through the Platform in real-time.

eyeota collects data on user behaviour, segmented by geography, socio-demographics, interest and purchase intent. Users can apply the data across the Marketplace, which now comprises more than 7,000 individual online properties.

Phil Duffield,’s managing director of APAC, said the partnership is a significant addition to its measurement and analytics layer. “Our approach has always been to provide the best real-time information, including measurement tools and inventory management, to enable advertisers to plan, buy and measure through a single interface. Adding eyeota to our platform will add to the way planners use our platform to reach their precise target audiences, with the most comprehensive data available.”

Trent Lloyd, eyeota’s co-founder and managing partner, says the arrangement with will enrich its offering. “Our ecosystem is reliant on partnerships with sizeable programmatic trading platforms that can benefit from our data, as well as adding value to it. We’re pleased to be working with a company the size and reputation of”


About builds technology that destroys the inefficiencies of television and video advertising. It delivers a programmatic way to plan, buy, sell and measure across multiple sources, screens and methods of transacting. is comprised of two operational units – the Platform and the Marketplace. Using the Platform, advertisers, publishers and ad networks get an automated way to control and analyse inventory, pricing and ad performance. As the world’s largest source of video advertising supply, the Marketplace has thousands of sellers and hundreds of campaigns transacting daily. is headquartered in San Mateo, Calif., with offices in New York, Los Angeles, Chicago, London and Sydney. is a privately held company backed by Bessemer Venture Partners, Gemini Israel Funds, Redpoint Ventures and Spark Capital. For more information, please visit or follow us on Twitter at @Adaptv.

About eyeota
eyeota is a technology platform company that helps publishers capture the value of their audience data through advanced customer segmentation, data control and monetisation. eyeota operates the leading audience data marketplace platform in Australia and Asia Pacific. Visit for more information.

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Lucy Halliday