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.

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.

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