Eyeota Deal Taps 'Industry Standard' of TGI

Kantar Media has today announced a partnership with local audience data provider Eyeota. Beginning in the UK, the deal will give advertisers and media buyers access to pre-defined segments built from the research firm's TGI consumer and media study, for use in online ad targeting.

Founded in 2010 and with offices in Germany, Australia, New York, London and Asia, Eyeota holds more than 1.8 billion unique profiles based on third party audience data, promising marketers the ability focus campaigns and monetize their audiences more widely.

TGI was established by BMRB as long ago as 1969, and has added functionality in the last year with the launch of a Digital Planner tool and Snapshot app last summer and integration with the recent LIVE panel launch. Data from the survey is used for media planning in nearly 70 countries worldwide, and covers areas such as grocery shopping, mobile phones, banking, TV viewing and air travel.

Segments built from these attributes can now be selected directly in the Eyeota DSP and reached online, including bespoke target audiences via Kantar Media's TGI Ad-Vantage initiative.

Alex Kuhnel, COO, Consumer Intelligence at Kantar Media says the partnership 'reflects the next stage in Kantar Media's objective of empowering clients to enhance the value of their digital campaigns' - using the trusted 'industry standard' that is TGI. Eyeota Chief Exec Kevin Tan says the partnership brings clients 'audience data with scale and reach', and comments: 'Kantar Media's in-depth data means that the crucial 'why' of consumer behaviour can be understood, meaning that advertisers can utilize the data to formulate effective marketing strategies'.

Web sites are at www.eyeota.com and www.kantarmedia.com .