• by Laurie Sullivan , Staff Writer @lauriesullivan, November 5, 2021

After Dun & Bradstreet Holdings announced the acquisition of Eyeota and NetWise early Thursday morning, Search & Performance Marketing Daily reached out to the company to talk about D&B and the future of the two data companies in tow.

Here's what Stacy Greiner, general manager of sales and marketing for Dun & Bradstreet, wrote in an email to S&PMD.

S&PMD:  Will Eyeota and NetWise remain separate companies or will their technologies be integrated into D&B?

Greiner:  On the close of each transaction, both companies will join the Dun & Bradstreet family of companies. Eyeota will operate as Eyeota, a Dun & Bradstreet Company, and NetWise will operate as NetWise, a Dun & Bradstreet Company.  

By acquiring Eyeota and NetWise, we will be able to provide clients with the technology and solutions clients need to more efficiently onboard first-party data, connect it with third-party data, build B2B audiences based on like characteristics such as demographics and preferences, and activate those audiences through omni-channel campaigns, globally.

The strength of the three companies’ data and technologies are better together, as Dun & Bradstreet has the offline B2B targeting data, NetWise enables marketers to translate that data into online audiences and Eyeota syndicates it across the digital ecosystem.

S&PMD:  What happens with the respective CEOs and employees? Any IP acquired in the deal?

Greiner:  Kristina Prokop, CEO of Eyeota, and Dwight Gorall, CEO of NetWise, will remain employees and will work with their respective teams to help expand Dun & Bradstreet’s Audience Solutions business.

While the specifics of our new team structure is still in development, we have a shared goal of giving marketers confidence that their online audiences are targeting the right people and that they can reach them across every online channel.

We are solving for the current audience shrinkage these marketers face today with the low match rates that plague this industry.

This will enable customers to build on the investments they have made into Data Management mastered on the D-U-N-S Number and more readily activate that data in social, search and display advertising campaigns.

It's still early days, but we’re excited about the journey ahead together.