Eyeota and Equativ join forces

Eyeota, a Dun & Bradstreet company specializing in global audience solutions, has formed a strategic partnership with Equativ, an independent ad platform, as announced on September 10, 2024. This collaboration, revealed four days ago, aims to deliver personalized, privacy-centric advertising at scale by integrating Eyeota's audience solutions directly into Equativ's Supply-Side Platform (SSP). The partnership seeks to enhance the precision, reach, and scalability of omnichannel advertising across Europe, Asia, Australia, and the Americas.

The alliance brings together Eyeota's extensive network of over 60,000 B2B and B2C audience targeting segments with Equativ's advanced technology. Advertisers can now access high-quality audience data across more than 30 verticals in over 200 countries. This integration is particularly focused on key markets across multiple continents, providing a comprehensive framework for delivering targeted campaigns globally.

By embedding Eyeota's audience marketplace within the Equativ Buyer Connect Curation Platform, the partnership enables advertisers to create highly targeted campaigns. Media buyers using Equativ's platform can now leverage Eyeota's quality-certified data sets to enhance their campaign planning and targeting efforts across various media channels.

The collaboration between Eyeota and Equativ offers several unique synergies:

1. Omnichannel Targeting Precision: Eyeota's ID-agnostic technology ensures comprehensive audience reach across all open-web browsers, including Google, Safari, and Firefox. It also extends to cookieless channels and devices such as Connected TV (CTV), digital out-of-home, social media, and audio platforms. This capability aligns with Equativ's cookieless-ready SSP, offering enhanced targeting accuracy in the evolving digital landscape.
2. Privacy-Centric Solutions: Both companies prioritize privacy and data protection, adhering to regional regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). This partnership strengthens the privacy-centric and addressable audience solutions crucial for digital marketers navigating an increasingly privacy-focused environment.
3. Scalability and Flexibility: Advertisers can utilize 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 requirements.

Georgina Bankier, Vice President of Global Commercial and Platform Partnerships at Eyeota, emphasized the partnership's alignment with their mission to empower advertisers in creating trusted connections with consumers in a fragmented digital landscape. She stated that integrating Eyeota's audience data solutions with Equativ's cookieless-ready SSP enhances targeting precision and drives higher return on investment (ROI) for omnichannel campaigns.

Claude Spasevski, Senior Vice President of Data and Retail Media at Equativ, highlighted the compatibility between Equativ's future-proof SSP and Eyeota's data richness and precision. He noted that this partnership exemplifies their shared vision of delivering high-performance, privacy-compliant marketing campaigns that resonate with consumers.

The collaboration represents a significant advancement for digital marketers seeking to improve campaign effectiveness in a rapidly 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 diverse channels.

This partnership sets a new standard for personalized, scalable, and privacy-centric digital marketing. As the industry continues to navigate challenges related to identity resolution and data privacy, this alliance ensures that brands and advertisers can deliver impactful, compliant, and effective campaigns at scale.

Eyeota, founded in 2010 and acquired by Dun & Bradstreet in 2021, operates globally and provides audience solutions that empower businesses worldwide. The company's approach to identity and global data interoperability enables the onboarding and activation of data assets for data owners and publishers. Eyeota's services span Europe, Asia, Australia, and the Americas, modernizing data for new digital applications in over 200 countries.

Equativ, headquartered in Paris and New York, is an independent platform that aims to bring scale and simplicity to digital advertising worldwide. The company serves advertisers, media owners, and technology partners through its Supply-Side Platform (SSP) and curation capabilities. Equativ focuses on providing privacy-first programmatic video, CTV, and data-driven solutions that empower clients to achieve maximum impact while respecting consumer rights.

Key facts

• Announcement date: September 10, 2024
• Partnership: Eyeota (a Dun & Bradstreet company) and Equativ
• Purpose: Deliver personalized, privacy-centric advertising at scale
• Eyeota's offering: Over 60,000 B2B and B2C audience targeting segments
• Geographical focus: Europe, Asia, Australia, and the Americas
• Coverage: Over 30 verticals in more than 200 countries
• Key features: Omnichannel targeting, privacy-centric solutions, scalability
• Transaction types: Private Marketplace deals, Programmatic Guaranteed Direct Deals, open auctions
• Eyeota founded: 2010
• Eyeota acquired by Dun & Bradstreet: 2021
• Equativ headquarters: Paris and New York