PubMatic has today announced it has secured a data partnership with Australian-based consumer intelligence provider HYP Technology.

The partnership will enable digital media buyers to leverage rich audience segments across all screens and channels — including mobile, connected TV, and web browsers – PubMatic’s premium inventory. The direct integration, via PubMatic’s Audience Encore, allows buyers to activate HYP’s custom and multilayered audiences at scale and, for the first time at the supply level.

Audience Encore is an audience data platform designed to improve how marketers and data owners transact by giving more control to the data owner and better ROI for the advertiser. Publishers with first-party data and data providers can simply upload their segments to Audience Encore, generate a Deal ID for single, recurring, or customized use, and then transact programmatically alongside premium PubMatic inventory in private or open marketplaces.

“HYP has created a powerful data set of Australian audience insights. We believe this partnership will help marketers get more from their campaigns by reaching the right target audiences, and reaching the audiences their competitors can’t,” said Peter Barry [pictured], Regional Director PubMatic ANZ, and Head of Audience, APAC. “The addition of this data to PubMatic’s Audience Encore platform is a win for advertisers across Australia, and could help drive more ROI for their programmatic campaigns.”

The HYP platform’s data source includes more than 1,500 ready-built audience segments, such as location, behaviour, age, gender, income, and household type. HYP sources its data from approximately 20 million devices every month, and uses this data, enhanced by its machine learning technology, to measure consumer behaviour and intent for omnichannel campaigns. The audience segments are refreshed daily, meaning advertisers benefit from a ‘living’ data set rather than relying on historical data.

“Our mission is to make the challenging task of implementing data for marketing effortless, portable and meaningful,” said Yun Yip, HYP APAC Managing Director. “We are the consumer intelligence partner for Australia’s top media companies and brands. Our data source is 100% cookie-free and privacy compliant. We are excited to work with PubMatic on a data strategy that is applied at a point closest to source, and sustainable beyond the current climate. We are keen to work on a partnership that delivers incremental marketing effectiveness and outcomes.”