Our team is thrilled to continue the story of our partnership with Eyeota, a Dun & Bradstreet company and global leader in audience solutions that empower advertisers worldwide. Earlier, we shared how this alliance significantly expanded the targeting capabilities on SmartyAds DSP.

In this article, we’ll take a closer look at how you can apply Eyeota’s audience data on SmartyAds DSP to maximize campaign precision, reach, and performance across regions and channels.

Proven power of data activation with Eyeota

Before we move on, let’s take a quick look back at what Eyeota targeting on SmartyAds DSP really means and why it’s a true breakthrough for advertisers aiming for reach, precision, and relevance. Through our partnership with Eyeota, the SmartyAds DSP is now powered by a robust layer of global audience intelligence. No more juggling external data sources — advertisers can access Eyeota’s vast marketplace of verified, privacy-compliant audiences directly within the DSP’s campaign setup.

What does it bring to the table?

Having Eyeota’s data integration today means accessing more than tens of thousands of audience groups with unparalleled segmentation. It also means obtaining valuable and deep targeting insights about demographics, intent, and affiliations. Thanks to this, advertisers can unlock efficient campaign activation across 1 billion users globally.
This integration transforms targeting from guesswork into strategy. Media buyers can deliver campaigns that align with real behaviors and motivations across industries and regions — making setup smoother while elevating targeting accuracy to a whole new level.

Behind the scenes, Eyeota’s work with data is complex but refined – it selects only ethically sourced datasets and transforms them into ready-for-targeting audience segments. Each dataset is independently verified and certified for quality and transparency, in full compliance with global privacy regulations.

What’s also important to know is that Eyeota’s campaign tests revealed some interesting performance facts. For instance, since their datasets are certified and privacy-first, they constantly outperform non-certified market options across key performance indicators.

But enough theory — let’s see what targeting with Eyeota’s audience data actually looks like on the SmartyAds DSP, and how you can master the art of precision targeting with this outstanding functionality.

How to use Eyeota’s audience data on SmartyAds DSP

Using Eyeota’s audience data inside SmartyAds DSP is straightforward, and that’s exactly the point. First, navigate to the dashboard and create your campaign from there. After you’ve filled in the basic sections of your campaign and campaign timing, it’s time to set up targeting. Precisely in the targeting subsection, you’ll find the option to augment and strengthen your targeting possibilities with Eyeota – just tick the Eyeota checkbox and you’ll see the list of available audience segments. These segments are grouped by categories such as Household Income, Personal Income, or Precision Audiences. 

Each data segment comes with its own key details to help you make smart targeting decisions:

  • Segment ID: the unique code identifying each dataset.
  • Size: an estimate of how many users the segment can reach.
  • CPM: the cost per thousand impressions if you activate it.
  • Info: a quick summary of demographics, behaviors, or data sources.

In the screenshot above, you can see that on our platform, we’ve added built-in search and filter tools — all for the convenience of data segment selection. Simply type in keywords related to your search (such as Purchase Intent, Travel, or others), and the system will provide you with the best matching segment options. Once you have selected the desired segments, tick the corresponding boxes and save your choice.

The system will automatically apply your chosen audiences — no manual imports, external DMPs, or complicated workflows needed. What once required multiple tools and data integrations now happens right inside the DSP. Our partnership with Eyeota transforms audience activation into a straightforward, scalable, and transparent process, allowing you to focus less on setup and more on strategy.

Use Case: Travel Campaign Precision with Eyeota

A leading travel brand leveraged Eyeota audience segments on SmartyAds DSP to reach high-intent travelers across multiple regions. By combining Eyeota’s certified, privacy-compliant datasets with their own first-party data, the advertiser refined targeting for different audience personas and deployed campaigns across display and CTV channels.

Results:

  • Video completion rate: +12% (from 74% to 86%)
  • CTR: +18%

This demonstrates how integrating Eyeota’s audience data into SmartyAds DSP turns data into measurable campaign performance improvements, simplifying setup while boosting reach and efficiency.

Your first-party data

Additionally, advertisers can upload or onboard their first-party data to Eyeota via a secure, privacy-compliant way. In other words, you can merge your first-party data with Eyeota’s extensive audience database to highlight both shared and distinctive customer attributes that might not have been so obvious before. For this, the customer base attributes for targeting will be grouped into clear, data-enriched digital personas. Each of these personas will be unique in characteristics — behaviors, preferences, and intent signals. Having such knowledge means easier campaign tailoring and creative asset selection, as well as a deeper understanding of how different audience types perform.
At the same time, Eyeota uses these personas to build enriched lookalike audiences — new customer cohorts modeled on the characteristics of your best existing clients. These help you expand reach and attract high-value prospects who mirror your current audience profile.

Once the data foundation is established, activating these audiences becomes seamless. You can deploy enriched or lookalike segments directly through a demand-side platform, targeting ideal prospects across channels and formats.

So, there are three core benefits advertisers get

Managing your campaign reach across global markets has always been a challenge, as it requires an extra layer of audience intelligence to deliver ad campaigns where they truly matter. Our collaboration has bridged this gap by offering advertisers a chance to leverage certified, privacy-compliant data spanning 180 countries.

This collaboration gives advertisers the tools to:

  • Reach finely tuned audience segments across different markets and industries.
  • Activate campaigns across all key channels — display, mobile.
  • Stay fully aligned with global privacy standards like GDPR and CCPA.

Worth noting – the data framework delivered by Eyeota is entirely built around transparency and quality of data infrastructure. Automatically, it means that those segments available at SmartyAds DSP meet the same rigorous quality standards. This all translates into an advantageous and data-driven ecosystem where advertisers can scale their campaigns while staying rest assured — their ads reach the right people, at the right time, and in the right place.

The bottom line

The Eyeota partnership has brought numerous advantages to our advertisers, enabling them to target smarter, more easily, and much more deeply than before. More so, they can reach global audiences while using a single demand-side platform, without the need to integrate additional technology or resources. This way, as an advertiser, you have everything you need for strategizing truly impactful campaigns in one place. Time to focus on strategy while your DSP will deliver high-impact campaigns with precision, privacy, and proven results.

Ready to see it in action? Master high-precision targeting with this powerful capability on SmartyAds DSP.