In Australia, Eyeota and Ipsos Partner to Launch EMMA and Geotribes Audience Data Segments

Kevin Tan

Kevin Tan

SYDNEY, 10 NOVEMBER 2015: Dominic Seah, Marketing Assistant at Eyeota in Singapore, writes: Eyeota – the global leader for local audience data – and Ipsos, one of the world’s leading survey-based marketing research firms, have partnered to launch emma and geoTribes* audience data segments. The partnership will see traditional offline consumer datasets brought online for audience targeting in Australia.

Combining Ipsos’ geo-demographic datasets with Eyeota’s data digitalisation capability, media buyers will be able to purchase digital audiences the same way as they have traditionally bought offline media. The partnership will also turn Ipsos’ new leading audience measurement survey, emma (Enhanced Media Metrics Australia), into actionable audience data segments. Using location and other sociodemographic data points in the Eyeota Audience Data Marketplace, Eyeota’s unique cookies are matched with emma segments and geoTribes datasets resulting in addressable, targetable user profiles. These profile segments will be available to marketers and media planners on all major online media buying platforms.

Kevin Tan [pictured], CEO at Eyeota, says: “Australia is one of the leading global programmatic markets and we are experiencing a rapidly growing demand for high quality audience data. The Q2 Eyeota Index, a quarterly report measuring audience data usage and trends worldwide, revealed that audience data usage increased 61% in Australia from Q1. More...