Advertisers Can Access Grapeshot Audience Segments Through Eyeota

Advertisers can now buy Grapeshot Audience segments through the Eyeota Data Marketplace, the companies announced Tuesday.

Grapeshot, the UK-based ad tech company that recently raised $8.5 million in C round funding, offers technology that analyzes content on a page before an advertiser buys ad space via RTB. Its segments will be matched against more than 1.8 billion Eyeota data profiles and available via Eyeota across AOL Platforms, Adap.TV, Adform, Adobe, Aggregate Knowledge, AppNexus, Audience Science, DataXu, Google DoubleClick, Krux, Lotame, TheTradeDesk, TubeMogul, Videology, Turn, RadiumOne and Rocket Fuel.

Kevin Tan, CEO, Eyeota, said in an email that the partnership "presents massive opportunities for advertisers to reach their target audiences effectively."

Tan mentioned auto advertisers as an example of who could benefit from the targeting partnership. The customer journey for that product usually begins online, Tan said, so when someone checks out reviews and articles, auto brands want to be front-of-mind.

That's where the Grapeshot Auto Family Audience segment would come in. Advertisers can reach users in the market to buy a family vehicle, Tan said, adding value and assuring reach to audiences who have engaged with content relating to family cars.

John Snyder, CEO, Grapeshot, said the partnership began with a conversation between him and Eyeota's Tan about what really makes an ad work for a buyer when the pair were on a yacht at the annual Cannes Lions International Festival of Creativity. The real value of the deal, he said, will come when people start to build their own custom audience sets. (The partnership is launching with about 130 standard segments.)

Snyder added that retargeting combined with live audiences (knowing what someone has read in the past three days and the page they're reading right now) will hit the bull's-eye. "Those two things together are more powerful," he said.

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