GfK and Eyeota in Regional Ad Targeting Deal

GfK has partnered with local audience data specialist Eyeota, to make its regional purchasing power data available to advertisers in the UK and Europe, and help them tailor their online ads to specific income target groups by region.

Eyeota offers access to local audience data with over 1.8 billion unique profiles, and through the partnership will offer a new solution linking anonymous user profiles with separate region-based statistical target group data. The deal consolidates several GfK datasets into one single source, enabling advertisers to tailor their pan-European campaigns on a regional basis for their online target audiences. As part of the move, GfK has hired former News UK Head of Audience and Ad Systems, Alessandro De Zanche (pictured), as Global Product Lead Programmatic.

Niko Waesche, GfK's Global Industry Head of Media and Entertainment, comments: 'Our data provides a consistent online marketing approach across Europe and the Eyeota-GfK partnership will look to create further segments in the programmatic space. Alessandro's role will be to identify programmatic opportunities for GfK, build partnerships with leaders in adtech such as Eyeota and grow our business'.

Web sites: www.gfk.com and www.eyeota.com .