Eyeota's audience data began feeding directly into Adobe Advertising's demand-side platform today, giving advertisers a way to attach demographic, interest and purchase-based attributes to Connected TV impressions without relying on third-party cookies, according to Eyeota.

The integration, announced on July 30, 2026, connects Eyeota's audience data marketplace to Adobe Advertising's proprietary CTV identity system. Rather than treating a Connected TV impression as an isolated event, the combined system resolves that impression to a persistent, consent-based identifier and then layers demographic, interest, intent and purchase-signal data onto it. Brands can subsequently follow that same audience segment as it moves into digital, mobile and web channels, according to Eyeota.

What the integration does

According to the announcement, the Adobe Advertising DSP now integrates what the company describes as privacy-first Eyeota CTV IDs, tied to audience segments, to make CTV function as what Eyeota calls a connected, actionable part of the customer experience. Three capabilities sit at the center of the release.

First, the system resolves CTV ad exposure to persistent, consent-aware identities. Second, it enriches those identities using Eyeota's audience attributes, which the company says span demographics, interests, purchase signals and other behavioral data. Third, it unifies that CTV exposure data with a household's or individual's digital, mobile and web behavior, according to Eyeota.

The stated outcome, per the announcement, is a more complete, people-based understanding of who a CTV campaign is actually reaching, paired with visibility into how those same audiences behave once they leave the television screen.

How identity resolution works in the new setup

Adobe Advertising's mechanism for tying a CTV impression to an identity does not depend on third-party cookies. Instead, according to Eyeota, privacy-safe CTV IDs let Adobe Advertising associate impressions with targeted households and individuals in what the company describes as a durable, cookie-independent way. Because streaming and Connected TV environments were never built around the browser cookie in the first place, this identity layer was necessary infrastructure rather than an optional upgrade prompted by cookie deprecation elsewhere in the ecosystem.

Once an impression carries a persistent CTV ID, Eyeota supplies the audience layer. The company's segments draw on demographics, interests, intent signals and what Eyeota calls B2B-relevant data, all of which can be applied to the CTV identity. That combination is meant to let brands both target specific audience types within CTV inventory and analyze which verticals and audience groups a given campaign is actually reaching.

The third stage, activation and measurement, happens inside Adobe Advertising itself. The DSP lets brands activate the enriched CTV audiences across paid media placements while measuring how CTV exposure affects engagement and conversion elsewhere in the funnel, according to the announcement.

Why identity has become the binding constraint on CTV growth

Eyeota frames the underlying problem in blunt terms. Brands across retail, travel, auto and CPG sectors are investing heavily in Connected TV, the company states, yet many struggle to realize its full value. Three specific frictions recur in the announcement: CTV impressions are difficult to tie back to real audiences, measurement remains fragmented across channels, and the decline of third-party cookies limits how far brands can extend a CTV impression into downstream engagement.

That framing lines up with a body of independent research that has accumulated around CTV identity accuracy over the past year. A study from identity resolution vendor Adstra and independent media agency InterMedia Advertising, first reported July 15, 2026, found that just 23 percent of residential IP addresses reached their intended geographic target, a gap that data validation firm Truthset separately estimated costs the connected television advertising sector approximately 7.4 billion dollars this year alone. An earlier Truthset study, published in February 2026, had already found that close to 40 percent of all open auction CTV media spend was wasted due to inaccurate identity data.

Deterministic identifiers, the category Eyeota's CTV IDs fall into, have drawn increased commercial attention as a result. The Video Advertising Bureau built a standalone newsletter in July 2026 around a finding that authenticated television viewers generate a 42 percent revenue gap compared with unauthenticated ones. VAB followed that in June with a broader guide reporting that 92 percent of pay television households are now considered addressable-enabled, and in early July with a 15-page document urging ad buyers to audit vendor match-rate accuracy before signing identity contracts.

The commercial case for deterministic identity extends beyond CTV specifically. New York Times Advertising disclosed its first data clean room collaboration on June 21, 2026, reporting a 20 percent uplift in Quality Visit Rate, a 61 percent increase in international click-through rate and a 25 percent performance uplift in the United States, all achieved without third-party cookies, a finding covered in detail by PPC Land.

Where Eyeota's data comes from

Eyeota, founded in 2010, was acquired by Dun and Bradstreet in 2021 and now operates across Europe, Asia, Australia and the Americas, with data reaching applications in more than 180 countries according to prior company disclosures. The company describes its identity approach as agnostic, meaning it is built to work across multiple identifier systems rather than anchoring to a single proprietary ID, a positioning that has recurred across several of its recent partnerships.

That partnership history is extensive. Eyeota integrated its marketplace within Equativ's Buyer Connect Curation Platform in September 2024, giving advertisers using Equativ's supply-side platform access to Eyeota's audience segments across more than 30 verticals in over 200 countries. Earlier that same year, in February 2024, Eyeota partnered with Vistar Media to extend audience targeting into digital out-of-home formats such as billboards and airport displays. A month before that, in March 2024, the company struck an automotive-focused deal with S&P Global Mobility's Polk Automotive Solutions, unlocking 500 purchase-based automotive audience segments across Canada, Australia, the United Kingdom, Italy and Spain.

Eyeota's data has also fed into third-party measurement and curation platforms beyond its direct DSP integrations. Comscore's Proximic division named Eyeota among more than 10 participating data providers when it launched an AI-powered Data Partner Network in September 2025. Most recently, on July 14, 2026, Eyeota added a partnership with Buzzsaw Media, bringing more than 1.4 billion global consumer records into its marketplace and extending its reach into international markets.

Parent company Dun and Bradstreet has previously credited Eyeota's technology with contributing to its own growth. In August 2024, the data and analytics firm reported second-quarter revenue up 3.9 percent, citing expansion into Connected TV, retail media and social media advertising as part of the strategy behind that growth, alongside Eyeota's contribution to its digital activation capabilities.

Adobe's broader identity and data strategy

The Eyeota integration extends work Adobe Advertising has pursued for at least the past year and a half around first-party data and identity resolution as cookie-based targeting recedes. In February 2025, Adobe launched Real-Time CDP Collaboration, a tool letting advertisers and publishers work together using first-party data. That launch included a partnership with Warner Bros. Discovery, under which, according to Ryan Gould, president of U.S. advertising sales at Warner Bros. Discovery, the collaboration would allow advertisers to discover new audiences based on consumer preferences within the media company's properties.

Adobe is not alone in pursuing CTV identity infrastructure through data marketplace partnerships. OpenX has built a proprietary identity graph spanning more than 237 million U.S. users and 150 million connected television devices, according to the company. Yahoo DSP recently added Truthset-rated audience segments across CTV, mobile and open web, allowing what the company describes as one-to-one matching against its ConnectID identifier. Acxiom, the Omnicom-owned identity unit, has said it can now build new identity integrations in weeks rather than the roughly 24 months such projects previously required, following a partnership with Salesforce disclosed in recent PPC Land reporting.

That pattern of consolidation and speed carries its own set of open questions. As deterministic identity products get absorbed into a smaller number of larger platforms, independent points of comparison for benchmarking match-rate accuracy become harder to find, a dynamic PPC Land has tracked across multiple identity partnerships this year.

What brands are meant to gain

Eyeota lists four specific benefits it expects brands to realize from the integration. CTV becomes more addressable, since exposed audiences can be extended into other digital channels using Eyeota's audience intelligence, in principle keeping media investment relevant beyond the initial impression. Cross-channel measurement becomes sharper, because connecting CTV exposure to enriched audience profiles gives brands visibility into how that exposure influences site visits, engagement and downstream outcomes alongside other channels.

Audience strategy across verticals also stands to benefit, according to the announcement. Whether a brand is targeting in-market auto shoppers, frequent travelers or retail buyers, Eyeota's data lets Adobe clients layer audience context onto CTV reach specific to that vertical. Finally, Eyeota frames the entire approach as built for a privacy-first future: the system does not rely on third-party cookies and is designed to scale globally, which the company positions as a way for brands to future-proof their CTV and audience strategies regardless of how privacy regulation develops in individual markets.

Eyeota's own summary of the integration's intended effect is direct. Working together, Adobe Advertising and Eyeota data give brands confidence to invest more in CTV because they can understand who they are reaching, extend those audiences across the customer journey and measure real business outcomes, the company states.

The market context around CTV investment

The frustrations Eyeota describes track closely with buyer-side survey data published earlier in 2026. An IAB report found that 43 percent of CTV buyers doubt where their ads actually ran, with small and midsize buyers reporting concern about cost per acquisition at nearly twice the rate of large spenders, 44 percent compared with 28 percent. CPG, retail, fashion and consumer electronics advertisers were the categories most likely, at 45 percent, to cite limited shoppable format scale as a barrier to lower-funnel performance in CTV.

Addressable television, the broader category into which deterministic CTV identity falls, has also been climbing in advertiser planning. A Go Addressable survey of 300 U.S. advertising professionals found that 78 percent plan to factor addressable TV into their 2026-2027 Upfront negotiations, up from 67 percent the year before, with 75 percent saying it will carry more weight than it did in the prior negotiating cycle.

Timeline

Summary

Who: Adobe Advertising and Eyeota, an audience data company owned by Dun and Bradstreet, are the two parties behind the integration.

What: Adobe Advertising's demand-side platform now incorporates Eyeota's privacy-first CTV IDs and audience segments, letting brands resolve Connected TV impressions to persistent identities, enrich those identities with demographic and behavioral attributes, and extend the resulting audiences into digital, mobile and web channels without relying on third-party cookies.

When: The integration was announced on July 30, 2026.

Where: The integration applies to Adobe Advertising's DSP globally, drawing on Eyeota's audience data, which the company has said reaches applications in more than 180 countries.

Why: Brands across retail, travel, auto and CPG sectors have struggled to tie CTV impressions to real audiences and to measure CTV's effect on downstream engagement, a gap that independent research this year, including studies from Adstra, Truthset and the IAB, has quantified in terms of wasted spend and buyer uncertainty. The integration is positioned as a way to make CTV function as an addressable, measurable part of a brand's broader customer journey rather than an isolated, hard-to-verify media placement.