Every now and then we like to highlight a new IAB Australia member that we think our community will find interesting. Today we meet Eyeota. Written by Damien Quinn, ANZ Manager: Agency Sales, at Eyeota.
Please give us some historical background to the company:
Eyeota is a trusted global provider of audience solutions for digital marketing. Brands leverage Eyeota audience solutions to enrich insights, enhance personalization, and transform omnichannel targeting. In providing digital audience targeting solutions for advertisers and media agencies, Eyeota fuses online and offline identifiers to create powerful audience targeting data for B2B and B2C brands to use for marketing and advertising on any digital channel.
Eyeota was established in 2010 to create a data solution that addressed the critical need for quality audience targeting. Noticing the burgeoning programmatic industry and recognizing the need for high-quality audience data to power campaigns, the founding team set out to build a global data marketplace to support the needs of advertisers and marketers. As the digital advertising industry started growing rapidly, Eyeota began to take the data world by storm and was eventually acquired by Dun & Bradstreet in 2021. Together, we power global, qualified, holistic audience targeting solutions for today’s marketers.
Tell us a little bit about your company's mission and vision?
Eyeota is the world’s trusted source of data for digital marketing, with data coverage in over 200 countries. We stand out in the data marketplace due to our global presence and ID-agnostic approach, which enables marketers to personalize messaging in a sustainable, omnichannel capacity. Our commitment to data quality is unparalleled, having been independently audited to provide confidence and reassurance to buyers of its quality. Everything we do is about quality and transparency, and we believe in showing our clients this commitment, not just telling them about it.
Do you have a particular 'hero product' that you are most proud of?
Eyeota’s proprietary ID-agnostic cross-device technology is truly a game-changer for the marketing industry. As a provider of global data solutions, Eyeota has always operated under the premise of data interoperability that enables customers, whether it’s brands, publishers or media agencies, to onboard, enrich and activate data in their platform of choice, and to be able to reach their audiences with precision on any digital media channel.
Eyeota fuses online and offline identifiers to create powerful audience targeting data for B2B and B2C brands to use for marketing and advertising on any digital channel. Our technology connects all areas of data input that collect audience identifiers, such as mobile IDs, hashed email, contextual data, first-party data, and more, and probabilistically and deterministically matches IDs using Eyeota’s proprietary cross-device graph. As a result, users can identify and activate the right audiences, through privacy-compliant and consumer-friendly targeting solutions to their audiences across audio, display, digital out-of-home, mobile, TV and social channel. This will be increasingly important as our industry moves forward. After all, even though Google will still technically support third-party cookies on Chrome, the signal they throw off will continue to weaken. In addition, consumers are continuing to spend more and more time in media environments where cookies and other legacy identifiers aren’t relevant.
What area of digital do you personally work in and how do you hope to enhance this within your business?
I work across agency sales covering ANZ. My role is to educate programmatic traders and digital media buyers on Eyeota's B2B and B2C audiences—how the audiences are built and where the audiences are available for campaign activation.
At Eyeota, we take a deeply consultative approach with clients, and that’s something we’re enhancing all the time. We have a dedicated team of audience specialists that provide support and recommendations to achieve campaign goals. Our intention is to be a one-stop shop for advertisers looking to maximize their campaign effectiveness: We tailor audience recommendations and build custom solutions for multi-channel targeted advertising on audio, connected TV, display, digital out-of-home, mobile, retail and social media networks, and more.
Please tell us what, as a child, you wanted to be 'when you grew up'?
Like many kids, I grew up wanted to be a professional sportsman (either playing for the Wallabies or being an F1 driver). The only thing holding me back was lack of size, speed, strength and not having billionaire parents to fund my sporting dreams. But who knew educating people on digital audience solutions would give you the same rush as scoring a match-winning try or racing around the Monaco circuit?