Eyeota and Ipsos have partnered up to launch emma and geoTribes audience data segments, which will bring traditional offline consumer datasets online for audience targeting in Australia.
Combining Ipsos’s geo-demographic datasets with Eyeota’s data digitalisation capability, media buyers will be able to purchase digital audiences the same way as they have traditionally bought offline media.
Using location and other sociodemographic data points, Eyeota’s unique cookies are matched with emma segments, thus creating the fandangled geoTribes datasets which provide addressable, targetable user profiles. These profile segments will be available to marketers and media planners on all major online media buying platforms.
“Australia is one of the leading global programmatic markets and we are experiencing rapidly growing demand for high quality audience data,” Eyeota CEO Kevin Tan said.
“Introducing Ipsos’s highly valued branded profiles will enable media buyers to feel more confident about shifting their budget from offline to online media, and further establish the data-driven space in the country. emma behavioral and intention to purchase segments will allow advertisers and media agencies to paint richer, more contemporary consumer portraits with total confidence in the data.”
Ipsos MediaCT MD Simon Wake added, “emma was designed to give media agencies and advertisers more accurate and transparent audience insights to better plan their campaigns.”
“emma’s methodology was designed with the oversight of the MFA and draws on Ipsos’s global expertise to more accurately measure how people consume media and content across channels. In the process we have accrued a wealth of rich data on Australian consumers, their attitudes, lifestyles, product preferences and consumption habits. Through our partnership with Eyeota, we are now able to make this data actionable across all major programmatic buying platforms.
“With audience targeting now established as the most critical element in successful programmatic media, the high quality consumer behaviour data from the emma survey enables a significant enhancement of targeting capability. Advertisers will not only have multi-dimensional insights into their consumers, but will also be able to directly target them online.”