The Audience Data Landscape Is About to Change — Kristina Prokop // Eyeota

Show Notes

• 01:33
  An overview of audience data and its challenges for marketers

  Audience data includes user attributes from opt-ins, online journeys, and offline behaviors, used to categorize them into segments. However, accessing and utilizing this data to tailor their strategies effectively can be challenging for marketers due to its broad range of sources.
• 03:12
  The regulation of the audience data landscape

  Privacy is a primary area of transformation, with regulations like GDPR in Europe and specific regulations in Australia and the US. Staying compliant and adapting to these evolving privacy regulations is crucial for companies operating in the global audience data space.
• 04:37
  The global trend toward stricter privacy regulations

  It's a global trend with different levels of strictness and varying definitions of what constitutes personal information. The EU remains the strictest, and companies often use its regulations as a benchmark to ensure compliance, while also adapting to other markets as they evolve.
• 05:25
  The changing landscape of identifiers in data collection and privacy

  The changing landscape of cookies raises questions about the identifiers used to collect, process, and activate data. As privacy regulations evolve, the industry must consider future identifiers and alternatives as IP addresses may also become subject to regulation.
• 06:16
  Adapting to the changing landscape of identifiers

  To tackle this challenge, platforms must be as interoperable as possible and be able to ingest data based on a variety of identifiers and sources. Data companies will need to be able to distribute data to clients based on the required IDs for their end platforms.
• 09:16
  Data collection methods and challenges for marketers

  Data collection includes cookies for intent data, offline data for broad geographic purchase behavior, and consumer panels for market research insights. Marketers face the challenge of understanding how all the data is connected and the scale at which it can be collected.
• 12:28
  Market research data enabling omnichannel targeting

  Market research data is highly valuable as it comes from real people sharing preferences, intent, etc. Because it involves multiple identifiers, marketers can connect this data to various channels, enabling omnichannel targeting and a comprehensive view of audience insights.
• 15:46
  Utilizing market research panel data for lookalike audiences

  The data collected from users who have opted into market research company panels can be used to create lookalike audiences. These lookalike audiences are based on the characteristics and behaviors of the panel respondents
• 16:08
  Leveraging offline business data for B2B marketing in an omnichannel environment

  Eyeota was recently acquired by Dun & Bradstreet, a global leader in business data. By bringing this valuable offline business data online and matching it to identifiers, they enable B2B marketers that use firmographic information to reach prospects and customers across multiple channels.
• 18:30
  The impact of Dun & Bradstreets acquisition of Eyeota

  Eyeota is a data marketplace that enables data in B2C and B2B environments. By working with Dun & Bradstreet data, theyve been able to create powerful digital targeting audience products, and they hope to develop more granular and international targeting products.