-- Marketers can now leverage high-quality first-party consumer and B2B data 
from Dynata to create accurately targeted global audiences for sought-after 
segments

Dynata, a global leader in first-party data and data services, is excited to 
announce its strategic partnership with Eyeota to offer global B2B and consumer 
audiences at scale. The expanded access to global audience segment creation 
allows marketers to leverage Dynata's reliable first-party data for coordinated 
global marketing campaigns, using seed and look-alike modeling to reach 
consumers and business professionals with greater accuracy and specificity.

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The Dynata audiences can be accessed through the Eyeota Audience Marketplace, 
and are initially available throughout the United States, United Kingdom, and 
Australia. The datasets include hard to reach B2B decision makers and a variety 
of consumer demographics. Self-declared automotive data will be made available 
in the Eyeota Audience Marketplace by June 2019.

Dynata's first-party datasets are distinguished by their accuracy and depth. 
The profile data comprises 2,700 attributes derived from ongoing research 
relationships with more than 60 million opted-in consumers around the world. It 
is deterministic, declared data, provided by consumers, rather than observed 
data – a crucial distinction for marketers interested in knowing their target 
audiences.

Eyeota's proprietary data onboarding methodology takes Dynata's survey response 
data and creates statistical models that enable this small, but incredibly rich 
data set to be scaled into targetable audience segments representative of the 
respective market populations. The resulting audiences will be available 
globally via major Demand Side Platforms (DSPs) for all activation channels 
including email, display, video, mobile, and addressable television. The 
offering will continually expand to include additional datasets and countries.

This partnership also enables brands to extend their first-party research data 
into global, targetable custom audiences to drive precisely targeted and 
results-driven marketing campaigns.

"Brands worldwide can now create and activate precisely targeted marketing 
audiences using the known data points of our first-party deterministic data," 
says Laura Lewellyn, VP Data Strategy and Partnerships at Dynata. "Eyeota has a 
strong reputation for data quality and consultative expertise, and we're 
delighted to offer our data on their respected global marketplace through this 
partnership." 

"Eyeota's proprietary onboarding methodology provides a privacy-compliant, 
scalable solution for businesses looking to maximise the value of their data," 
says Howard Luks, SVP, Data Products and Partnerships at Eyeota. "We're excited 
to help a leading research company, such as Dynata, digitise their powerful 
insights into actionable audiences." 

About Dynata
Dynata is one of the world's leading providers of first-party data contributed 
by consumers and business professionals. With a reach that encompasses 60+ 
million people globally and an extensive library of individual profile 
attributes collected through surveys, Dynata is the cornerstone for precise, 
trustworthy quality data. The company has built innovative data services and 
solutions around its core first-party data offering to bring the voice of the 
customer to the entire marketing spectrum, from market research to marketing 
and advertising. Dynata serves nearly 6,000 market research agencies, media and 
advertising agencies, consulting and investment firms, and healthcare and 
corporate customers in North America, South America, Europe, and Asia-Pacific. 
For more information, go to www.dynata.com.

About Eyeota
Eyeota is an audience technology platform that enables the intelligent use of 
data. We work with marketers, data owners and research companies to provide 
distinct, comprehensive and qualified audience data. Our technology platform 
transforms audience data so that organisations can make smarter business 
decisions, understand customers and enrich marketing strategies. Eyeota was 
founded in 2010 and operates in Europe, Asia, Australia and the Americas. For 
more information, please visit www.eyeota.com.

SOURCE: Dynata

CONTACT: Brenda McFarland, brenda.mcfarland@dynata.com