Roy Morgan and Eyeota take consumer segmentation data to global programmatic marketplace

Partnership will see Roy Morgan's Helix Personas consumer segmentation and data integration tool to the programmatic advertising marketplace

Roy Morgan Research and audience data marketplace, Eyeota, have struck a global partnership to deliver new consumer segmentation and data integration capabilities to the programmatic trading marketplace.

Under the agreement, Roy Morgan’s Helix Personas will be distributed throughout Eyeota’s international audience, allowing agency trading desks and advertisers to utilise its tools as part of programmatic trading activities.

The Helix Personas consumer segmentation and data integration tool was launched last October and combines psychographic, media consumption and behavioural analytics from Roy Morgan and third-party data sources to segment Australia’s population into 56 personas and seven communities. The data can then be integrated with third-party assets including customer data warehouses, media trading systems and geographic information systems.

In a statement, the companies said the segmentation will enable marketers to more accurately profile Internet audiences using relevant attributes, lifting media effectiveness and engagement. Eyeota clients will be able to target the Helix Personas branded segments across a range of buying platforms including Google DBM, MediaMath, The Trade Desk, TubeMogul, Videology and AppNexus.

“The Helix Peronas data sets will improve campaign efficiency and effectiveness for advertisers,” Eyeota CEO, Kevin Tan, said in a statement. “It expands the depth and breadth of the data available to our clients across Australia.

“The Roy Morgan Helix Personas segments are a crucial link between the offline world of TV, print and traditional media and the highly digitised data-driven online world.”

Roy Morgan Research CEO, Michele Levine, added the partnership with Eyeota would give it the launch platform to take its data into the programmatic space.

“Its specialist platforms around ad serving and audience targeting will provide distribution and scale for our data across the digital, trading and programmatic ecosystems, as well as global reach,”she said.

Earlier this year, Nine Entertainment’s Mi9 business partnered with Roy Morgan to use its Helix Personas tool for a new data services division, Tipstone. The new division will work with customer marketing teams within client organisations to use Nine’s digital assets data for their own customer targeting and measurement.

Read more: SingTel-owned Amobee buys Adconion, Kontera to boost digital advertising might

According to IDC, spending in the real-time bidding market is expected to reach US$74 million (A$81.37m) in 2013, a 105 per cent leap from 2012, while eMarketer expects that figure to nearly double this year to US$131.7 million.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Given Scotty's failed track-record in the marketing realm the memes and the ridicule is very apt and is in no way a reflection on marketi...

denysf

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in