Datonics and Equativ Partner to Provide Marketers in the U.S. and Canada with Greater Ability to Reach Audiences Across Channels

Datonics data is made available in Equativ Buyer Connect and to publishers for PMP activation in Equativ’s SSP across channels such as CTV, online video and display

Digital data pioneer Datonics and Equativ, a leading independent adtech platform, have partnered to provide marketers with greater ability to reach desired audiences across a myriad of channels including CTV, online video and display. The partnership enables Datonics data, including programmatic and CTV audiences as well as custom segments, to be activated by users of Equativ’s buy-side platform Equativ Buyer Connect (EBC) and to publishers for private marketplace (PMP) activation in Equativ’s supply-side platform (SSP). The data covers North America in both the United States and Canada.

Through this data integration, advertisers are able to combine audience segments across premium publisher inventory via EBC’s digital ad curation platform. Advertisers have the ability to enhance campaign targeting and optimize campaign performance through more precise audience reach, making their media dollars even more effective.

Marketing Technology News: MarTech Interview with Carol Howley, CMO at Exclaimer

“We are excited to be partnering with Equativ and expand the availability of our data across their platform and to advertisers who are looking to scale audiences and enhance campaign performance,” said Michael Benedek, CEO, Datonics. “Third-party data remains a vital resource to brands for campaign enhancement, and this partnership reinforces our commitment to helping brands scale and grow while being wiser with media investments.”

“During this time of great evolution within the programmatic ecosystem, we remain committed to helping marketers realize the best possible results with their campaigns. Our partnership with Datonics provides us the ability to strengthen our offering through their world-class data,” said Julia Bemis, Director of Platform Partnerships, Equativ. “We are proud to add Datonics to our roster of premium data partners and extend additional benefits to our growing community of media buyers.”

Datonics data is built on 300+ million monthly users, aggregated from a network of online websites and best-in-class specialty data partners, including 1,300 segments of search, intent, life-stage, behavioral, B2B, demographic, point-of-interest and past purchase segments. Datonics also offers an unlimited number of custom segments that can be built from keywords or location visits.

Marketing Technology News: Why a Style Guide is Pivotal to Brand Identity

Sample prepackaged segment categories include:

• Automotive
• Business and Industry
• Casual Dining
• Retail/Footwear
• Finance & Money
• Demographics
• Sports
• Career & Employment
• Internet & Software
• Shopping Intent
• Gaming
• Style & Fashion
• Car Rental
• Discount Clothes / Rack Stores
• QSR
• Tech Enthusiasts
• Home & Garden
• Education
• Electronics
• Clothing & Accessories
• Travel
• Retail/Department Stores