Partnership with eyeota brings access to more real-time data for media planners
Adap.tv today announced a partnership with eyeota, the region’s leading audience data marketplace, offering deeper analytics to support Adap.tv’s programmatic capabilities. Campaigns can now be planned and delivered using a deeper data set, building knowledge and enabling precision targeting that will drive campaign efficiencies. The data can be accessed through the Adap.tv Platform in real-time.
eyeota collects data on user behaviour, segmented by geography, socio-demographics, interest and purchase intent. Users can apply the data across the Adap.tv Marketplace, which now comprises more than 7,000 individual online properties.
Phil Duffield, Adap.tv’s managing director of APAC, said the partnership is a significant addition to its measurement and analytics layer. “Our approach has always been to provide the best real-time information, including measurement tools and inventory management, to enable advertisers to plan, buy and measure through a single interface. Adding eyeota to our platform will add to the way planners use our platform to reach their precise target audiences, with the most comprehensive data available.”
Trent Lloyd, eyeota’s co-founder and managing partner, says the arrangement with Adap.tv will enrich its offering. “Our ecosystem is reliant on partnerships with sizeable programmatic trading platforms that can benefit from our data, as well as adding value to it. We’re pleased to be working with a company the size and reputation of Adap.tv.”
Adap.tv builds technology that destroys the inefficiencies of television and video advertising. It delivers a programmatic way to plan, buy, sell and measure across multiple sources, screens and methods of transacting. Adap.tv is comprised of two operational units – the Adap.tv Platform and the Adap.tv Marketplace. Using the Adap.tv Platform, advertisers, publishers and ad networks get an automated way to control and analyse inventory, pricing and ad performance. As the world’s largest source of video advertising supply, the Adap.tv Marketplace has thousands of sellers and hundreds of campaigns transacting daily. Adap.tv is headquartered in San Mateo, Calif., with offices in New York, Los Angeles, Chicago, London and Sydney. Adap.tv is a privately held company backed by Bessemer Venture Partners, Gemini Israel Funds, Redpoint Ventures and Spark Capital. For more information, please visit http://adap.tv/ or follow us on Twitter at @Adaptv.
eyeota is a technology platform company that helps publishers capture the value of their audience data through advanced customer segmentation, data control and monetisation. eyeota operates the leading audience data marketplace platform in Australia and Asia Pacific. Visit www.eyeota.com for more information.