Eyeota, the leading audience technology platform enabling the intelligent use of data, today announced the expansion of its offering in APAC by partnering with Affinity Answers.
US founded Affinity Answers creates audiences by analysing the social engagements between over 550 million people and 70,000 brands, movies, TV shows, digital properties, and more. This vast number of engagements provides a 360º picture of what customers are buying, watching, reading, listening to and surfing with the model behaving like a recommender system, similar to that of Netflix and Amazon.
Customers use Affinity Answer’s audience segments to find their next new customer, conquest their competitors, and get the most out of their sports, celebrity, media and entertainment sponsorships.
The partnership with Eyeota will now mean Affinity Answers audiences are globally available in APAC, the US and Europe for omnichannel campaign activation on display, mobile and social channels including Facebook, Instagram, Twitter, Pinterest and Snapchat.
Affinity Answers collect publicly available social engagement data, and the user IDs are one-way hashed. The eventual audience segments will be built by running Eyeota data, which is GDPR compliant, through their model.
The Eyeota verified data that trains Affinity Answer’s model is cleansed and focuses on key social behaviours (likes, comments, replies). The significance of these behaviours, as leading indicators to future purchase intent, have been empirically tested and confirmed over the last 5 years. After a recent audit, Affinity Answers have been named a Neutronian Certified Data Provider. Eyeota is also a Neutronian Certified Data Provider.
Affinity Answer’s APAC syndicated segments will become exclusive to Eyeota – some of these include their financial services and retail. Other specific buyer verticals particularly suited to AA’s data include Auto, Beauty, Gaming, CPG and Media Entertainment.
Commenting on the partnership, Maya Venkatesh, Managing Director APAC at Affinity Answers said: “Our partnership with Eyeota supports our mission to help marketers and advertisers target new customers in the digital world. The partnership will improve our reach in the APAC region and will help our clients increase return on adspend and deliver on their overall brand KPI’s.”
Jimmy Aoun, Business Development Director, Eyeota ANZ (pictured) added: “We are excited to be working with Affinity Answers to expand across APAC. Their unique model based on social engagements between people and brands that creates an act-like model, is superior to its antiquated lookalike predecessor and will meet the current client need in market for quality purchase intent data.”
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