Eyeota expands partnership with Experian

By AdNews | 2 February 2024
Colin Grieves.

Eyeota, a Dun & Bradstreet company and a global provider of audience data for the marketing and advertising industries, is activating Experian WorldView as digital audience data in 36 countries (including Australia and New Zealand), allowing brands to leverage Experian WorldView audience data for privacy-centric digital targeting on programmatic and social channels.

Experian’s WorldView data encompasses offline visual representations of key socio-demographic attributes across the globe. Representing 81% of the world population, attributes are segmented as 250m x 250m geolocation grids. WorldView data has traditionally been used by marketers to make global location planning and consumer insight decisions.

Leveraging Eyeota’s proprietary, privacy-compliant data onboarding technology, Experian WorldView offline data is matched to digital identifiers such as browser, hashed email, and Universal IDs such as ID5 and The Trade Desk UID2 using Eyeota’s agnostic identity graph.

WorldView digital audiences are distributed across Eyeota’s network of demand-side platforms (DSPs), supply-side platforms (SSPs), data management platforms (DMPs), social channels and more for insights, personalisation, and targeting.

Colin Grieves, MD of marketing services UK&I at Experian, says Eyeota has been a key partner of Experian, enabling access to audiences defined by Experian in key digital channels.

"We have now built on this and can now offer consistent privacy-centric solutions for digital audience targeting and segmentation across 36 global markets. It is a real first, solving real problems for advertisers globally,” he says.


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