Experian has taken its Mosaic tool beyond its local partnership with Mi9 and signed a deal with data targeting firm Eyeota, which claimed to have a reach of half of Australia's population. Mi9 has roughly the same, so Mosaic could potentially have all of the local internet population, except for that persky overlap factor.
So media buyers and brands now have access to yet more data sets in the era of big data. The partnership between the two companies is similar to that between Experian and Mi9 as it will combine Experian's offline audience data with Eyeota's online data sets.
This data should give advertisers insights including geography, demography and much more.
Experian and Mi9 signed a deal late last year.
Experian general manager Matt Glasner said: “Experian is pleased to partner with Eyeota as it means we're able to provide a complete end-to-end offering, from insights to advertising execution. This is the first time clients will be able to link offline demographic profiles to online advertising inventory using a common understanding of their customers' behaviour.”
Eyeota managing partner Trent Lloyd said: “The demand for quality third-party data continues to grow as ad spends via demand-side-platforms does the same.”
And the partnership has an endorsement from Ikon Communications head of technology Phil Cowlishaw. He said: “Having access to highly valued and sought after user profiles will not only further validate the online data driven space, but bring incremental budget into the digital ecosystem. Data will shift from being a small proportion of the digital media plan through targeting capability to being front and centre in the planning process.
“From initial discussions with our clients there is significant interest in using the Experian Mosaic data to validate audience insights to deliver ad targeting. In fact, in early campaign testing we have seen up to 20% uplift in campaign performance through using Mosaic profiling. I see this partnership as a critical piece of the puzzle to driving the APAC region into the data-driven future.”
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