Datonics expands relationship with Xandr in CTV, Offering Marketers Increased Opportunity to Reach Consumers

New available data incorporates the U.S. and Canada, giving marketers broader ability to engage North American audiences

Digital data pioneer Datonics and Xandr have expanded their longstanding relationship into CTV, providing brands and advertisers increased opportunity to reach consumers on the growing channel. The companies are also expanding their data integration into the entire North American region with rich data segments now available on both U.S. and Canadian audiences.

CTV as a channel continues to rise with consumers across North America cutting the cable cord and relying solely on streaming channels. According to eMarketer, less than 50% of Canadian households will have pay TV in 2022, indicating that the majority of the population now watch TV via streaming channels only. In 2021, 78% of consumers in the United States were using a subscription video-on-demand service.

With CTV making massive leaps in consumer adoption, inventory and advertising options are increasing as well. By providing marketers with a deep and extensive data set to use within the medium, Xandr and Datonics are helping to increase ROI and efficiency of their spend and create highly effective campaigns. Marketers benefit from being able to scale audiences more quickly, especially with increased access to Canadian consumers.

Datonics is providing Xandr’s segment data on their global programmatic advertising marketplace. Datonics data is mapped to a continually updated household IP, giving advertisers enhanced accuracy and scale, as well as breadth and depth of segments available for CTV.

Datonics data is built on 300+ million monthly users, aggregated from a network of online websites and best-in-class specialty data partners, includes 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. Sample prepackaged segment categories include:

·         Automotive

·         Business and Industry

·         Casual Dining

·         Retail/Footwear

·         Finance & Money

·         DEMO

·         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