mySupermarket Adds Intent Data to Eyeota Marketplace

In the UK, grocery shopping comparison web site mySupermarket has made its premium purchase intent data segments available through local audience data firm Eyeota's Private Data Marketplace (PDMP).

mySupermarket has more than 2.5 million unique visitors a month, researching products and prices before making their purchases online or in-store. Within this user base are a set of users identified as displaying 'distinct and true' grocery purchase intent. Available segment types now available on the PDMP include specific supermarket, brand and product category preferences; and Eyeota and mySupermarket can also create bespoke audience segments for media buyers and advertisers who need more targeted segments.

James Reynolds, Senior Business Development Director at mySupermarket, says offering data through the PDMP will extend the reach and availability of high demand segments in a secure data environment. Kevin Tan, CEO of Eyeota adds: 'The mySupermarket PDMP offers premium, quality data that enables advertisers to enhance or influence the performance of their campaigns, while understanding how it is being used. Through the PDMP, we are delivering a trusted and reliable source of high quality data to brands'.

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