Eyeota, a technology platform enabling the
intelligent use of data, announced Tuesday that its audience models are now available for social networks through a unique partnership with Amobee, a global advertising-technology company supporting
campaigns across TV, connected TV, digital and social advertising.
The partnership brings consistency across targeting and measurement.
Agencies and their brand clients continue to
increase the use of data for campaigns running on social networks -- a core reason why Amobee, which has been developing a strong social practice, chose to partner with Eyeota, said
Luke Hathaway, VP of social at Amobee.
Another reason is to support campaigns across Europe, the Middle East and Africa (EMEA) and Asia-Pacific (APAC).
“Advertisers have
changed the way they think about using third-party data on social networks,” he said. “It used to be they would take the data off the shelf provided by social platforms. Now they’re
thinking about it much differently.”
More than three billion people worldwide will use a social media network at least once per month in 2020, according to eMarketer.
Eyeota
relies on Amobee’s identity graph to map Eyeota user attributes to mobile IDs, enabling marketers to connect with their target audiences on Facebook, Instagram, Pinterest, Snapchat and
Twitter.
The partnership connects campaign data across social, with TV and other digital platforms.
This move reflects Eyeota’s entrance into the social space, said Kristina
Prokop, CEO and co-founder of Eyeota. “There’s a lot of types of data and segmentation that other platforms can’t offer because they don’t have enough information about the
background of their users,” she said. “Twitter isn’t going to have information on purchase data. If you have purchase data about me it paints a very different picture of how I search
and operate on the open web.”
Advertisers running an advertising campaign on Instagram, for example, can choose to use Eyeota data audience segments, similar to the way they might in any
other channel.