Q&A: Enhancing Advertising Addressability and Audience Targeting With Eyeota

Despite the recent reverse course on cookie deprecation, addressability will remain a key topic of conversation in the industry. Ongoing regulatory pressure, data loss from third-party cookie syncing, and the large number of consumers already using cookie-free browsers will require a continued focus on a multifaceted approach to addressability.

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We recently spoke with Georgina Bankier, Vice President, Global Commercial & Platform Partnerships at Eyeota, about addressability, our partnership, and the steps advertisers should take to ensure continued success in a continually evolving data landscape.

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Q. Can you tell us a little bit about Eyeota?

Eyeota, a Dun & Bradstreet Company, is a leading provider of audience solutions empowering businesses worldwide that operates in 200 countries focusing on Europe, the Middle East, Asia, Australia, New Zealand, and the Americas.

Our global audience marketplace, featuring 75+ leading branded data providers, delivers brand and media agencies the solutions they need to enrich their customer and prospect insights and target their ideal audience based on B2B, socio-demographics, contextual signals, lifestyle, brand affinities, interests, intent signals, past-purchase behaviors, ownership, employment insights, and more. Our ID-agnostic technology ensures comprehensive and addressable audience reach to users on all open-web browsers, such as Google, Safari, and Firefox, as well as on cookieless channels and devices including CTV, mobile, digital out of home, social, and audio.

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Q. Why did you choose to partner with Equativ?

We partnered with Equativ because of your robust cookieless-ready capabilities, which perfectly align with our mission to empower advertisers and marketers with omnichannel strategies. By integrating Eyeota's rich audience data with Equativ's SSP, we are setting a new standard for precision and efficiency in digital advertising.

This partnership provides our clients unprecedented access to premium data segments, facilitating targeted advertising through channels like private marketplace deals, programmatic guaranteed direct deals, or open auctions. Equativ's commitment to transaction flexibility, brand safety, and privacy compliance mirrors our dedication to delivering high-quality, privacy-centric data solutions. Together, we aim to revolutionize digital campaign targeting with advanced cookieless data solutions, enhancing the efficacy and reach of digital campaigns while steadfastly adhering to privacy standards.

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Q. What benefits will this partnership bring to the market?

The partnership between Eyeota and Equativ enhances the capabilities of advertisers, curators, and publishers and offers several significant benefits to the market including:

• A global marketplace designed to give you control and transparency: This partnership enables advertisers to leverage robust audience solutions to target their ideal audiences across all media channels. By integrating Eyeota's audience solutions into Equativ's platform, users can ensure that their advertising efforts are both addressable and personalized to improve campaign ROI.
  
• A suite of cookieless addressability solutions: As the industry shifts to multiple identifiers for targeting, our partnership provides a suite of solutions that enable precise omnichannel audience targeting without compromising privacy.
  
• Globally established with trusted publisher relationships and scale: Our collaboration benefits from global audience solutions paired with Equativ's extensice network of trusted publisher relationships and its global scale. This allows advertisers to access a broad range of high-quality inventory, ensuring their messages reach the right audiences effectively and at scale.

This partnership is set to redefine digital campaign targeting, offering unparalleled data access and targeting precision while maintaining the highest privacy and transparency standards.

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Q. What first-party data challenges do you hear the most?

The most common first-party data challenges we hear about include the decline in available first-party data and the ongoing sensitivities around traditional industry identifiers like third-party cookies. Marketers, DSPs, agencies, and advertisers continuously seek innovative ways to enrich their first-party data to maintain effective targeting and personalization.

A significant challenge is the need to enrich first-party data with additional audience insights to create more comprehensive customer profiles. This is essential for achieving better audience understanding and executing personalized marketing campaigns. Another critical challenge is the transition to new data infrastructures, such as data lakes and in-house repositories, which help unify data sets across the organization and maintain control over first-party assets. Additionally, the industry is grappling with the need to develop and utilize cookieless solutions like universal IDs and alternative identifiers to ensure continued audience addressability in a privacy-compliant manner.

Our partnerships and innovations, like those with Equativ, are designed to address these challenges by providing scalable, privacy-centric solutions that enhance first-party data and offer new dimensions for customer insights.  

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Q. What advice would you give to advertisers who wish to continue delivering on their use cases without leveraging third-party cookies?

To maintain addressability in the new identity landscape, advertisers should consider a multifaceted approach. To ensure continued success without relying on third-party cookies, we recommend the following:

• Integrate audience data and first-party data: Enrich your first-party data with audience insights to unlock more information about your customers. This enables more precise targeting and personalized experiences. By combining these enriched data sets, you can identify and engage new, like-minded audiences that represent your brand's most receptive prospects.
  
• Use context: Leverage contextual data and targeting to reach your audience based on the content they consume and how they interact with it. This approach allows brands to create predictive audiences without relying on cookies, ensuring relevant and timely consumer engagement.
  
• Adopt alternative ID solutions: Embrace both cookies and alternative IDs to engage users across channels. An ID-agnostic strategy that incorporates multiple IDs is essential for omnichannel marketing. This approach ensures compliance with privacy regulations while maintaining robust targeting capabilities.
  
• Target omnichannel environments: Invest in channels that do not depend on cookies, such as audio, CTV, digital out of home, social, and others. These channels offer growing opportunities to reach relevant and engaged audiences. Partnering with the right audience data provider can help you tap into these channels, creating a holistic omnichannel targeting and attribution strategy.
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Q. What questions should advertisers be asking of their data partners to ensure they're prepared for what lies ahead?

• Is your audience data interoperable?
• Is your audience data compatible across platforms?
• Is your audience data globally applicable?
• Does your audience data have cross-vertical applications?
• Is your audience data certified as privacy-compliant?

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