Industry Profile: Eyeota co-founder, Trent Lloyd

Pippa Chambers
By Pippa Chambers | 14 April 2016
Eyeota co-founder and GM publisher developer Trent Lloyd

Our weekly Industry Insights Profile takes a look at some of the professionals working across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.

This week we head to Sydney to speak to Trent Lloyd, Eyeota co-founder and GM publisher development.

Duration in current role/time at the company:

I was one of three co-founders more than five years ago so I’ve been a part of Eyeota since day one - even before day one, when it was just an idea. 

How would you describe what your company does?

We provide marketers with the data they need to reach the right online audiences and enable publishers to monetise their audiences more widely.

In one sentence what does your role involve:

A bit of everything - people management and leadership, publisher/data supply partner development, agency and platform partner sales as well as ongoing involvement in the company’s overall strategy and planning. 

Within the last six months/year, what stands out as the company’s major milestones?

  • We raised US$7 million in our Series A round
  • Eyeota has become the international leader in the data and marketing technology space
  • Our revenue grew three-fold in the past year In 2015
  • Eyeota opened offices in Melbourne and Tokyo
  • We have attracted fantastic talent and doubled our headcount in the past year and have more than 50 employees worldwide
  • All of the top six media agency holding groups purchase Eyeota’s data for their media buys
  • 50 of the 50 highest spending advertisers use Eyeota’s audience data to reach their target audiences online
  • We generate data revenues for thousands of our partners including CACI, Experian, Ipsos, Immobilienscout24, Netsprint, Roy Morgan Research and Semasio.

Best thing about the industry you work in?

People’s capacity for problem solving and execution of ideas; and I remain astounded by the technology and how it all syncs together to achieve what it does.

Previous industry related companies you have worked at?

After I left Fairfax I joined Adify, a US-based ad tech business that sold to Cox Media. I met my two co-founders at Adify. Prior to launching our data business we worked closely with Admeld until its exit to Google.

Career-wise, where do you see yourself in three years time?

Things continue to evolve and change so quickly its hard to be too specific about that, aside from continuing to build Eyeota’s position as an industry leading business at what we do.

Tell us one thing people at work don’t know about you?

I’m a ski bum at heart. A case of ‘Sliding Doors’ could quite easily have seen me while away the years in a ski town somewhere.

Top networking tip

Be yourself, don’t try and fake it. Actually listen and discover a person’s interests.

My favourite restaurant for a business lunch is:

I’m more of a pub lunch kind of guy - Trinity; Dove & Olive; Forresters perhaps.

My favourite advert is:

Optus - Ricky Gervais

Must have gadget is:

Garmin Edge 520 … I’m a pretty keen cyclist.

My favourite media is:

Internet … and I’m really embracing Netflix.

My favourite TV show is:

Game of Thrones.

The last book I read:

At the moment I’m reading more to my two-year-old boy than myself - Spot Bakes a Cake and Ruby the Red Fire Engine are on high rotation right now.

My mantra/philosophy is:

Do it properly.

I got into advertising/adtech/marketing because:

By accident really. I was originally in real estate having studied property valuation but wasn’t enjoying it. An opportunity came up to segue into real estate advertising and it went from there.

I wasn’t doing this for a living I’d be:

A ski bum. 

In five years time I’ll be:

A ski bum.

Define your job in one word:


What’s your poison:

Ice cream.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus