Dun & Bradstreet Acquires NetWise Data and Eyeota (Part III)

Dun & Bradstreet announced the acquisition of a pair of digital B2B data companies to support its Audience Solutions. (Part I). Today, I’m covering the Eyeota acquisition.

Eyeota supports a global methodology for onboarding offline and online data in a privacy-compliant and globally consistent way without the use of personally identifiable information (PII).

“In today’s market, brands need the ability to bridge real-world insights into the digital space in order to communicate more effectively with their customers and prospective customers,” states the firm’s About Us.  “Yet the market has never been so difficult for brands to navigate.  The challenge is finding the best ways to capture and activate audience data and to do so in a way that they can be confident is authentic, trustworthy and reliable.”

Eyeota builds audiences “based on what people are buying, watching, listening, reading, and interacting with in both the digital and offline world” that takes into account consumer demographics, behavior, and psychographics.”

Eyeota supports a broad set of global ad buying platforms, trading desks, DMPs, DSPs, and ad networks, including Adobe, Google Marketing Platform, Lotame, MediaMath, Neustar, Oracle Marketing Cloud, and Salesforce DMP.  Eyeota also supports social targeting on Facebook, Instagram, and Twitter.

“Eyeota’s expansive global data onboarding and activation capabilities are underpinned by our commitment to delivering audience solutions at scale, and we are proud of the work we have accomplished to develop one of the most powerful, agile, and interoperable frameworks for delivering addressable data in a privacy-conscious era,” said Kristina Prokop, Chief Executive Officer of Eyeota. “By combining forces with Dun & Bradstreet and NetWise, we will be able to offer a more holistic B2B audience platform to our clients, leveraging a powerful combination of data, technology, and insights that help clients better target and engage audiences across global markets and digital channels.”

Eyeota’s products extend the Audience Solutions business into campaign execution and “being online and participating more fully in the B2B MarTech and AdTech supply chain.”

Dun & Bradstreet is acquiring 100% of the outstanding ownership interest in Eyeota for an estimated purchase price of $165 million upon closing, subject to net working capital adjustment. The deal is expected to close by November 5.

Eyeota has 84 employees and grew its headcount 12% over the past year. Founded in 2010, it maintains four offices in the U.S. and outposts in Sydney, Tokyo, Singapore, Pune, Berlin, and London.

Yesterday’s blog about the NetWise acquisition.

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