This means Dynata audiences can be accessed through the Eyeota Audience Marketplace, and will be initially available in the US, UK and Australia. The datasets include hard to reach B2B decision makers and a variety of consumer demographics.

Self-declared automotive data will be made available in the Eyeota Audience Marketplace by June 2019.

Eyeota’s proprietary data onboarding methodology takes Dynata’s survey response data and creates statistical models that enable this data to be scaled into targetable audience segments representative of the respective market populations.

The resulting audiences will be available globally via major Demand Side Platforms (DSPs) for all activation channels including email, display, video, mobile and addressable television.

Laura Lewellyn, vice-president, data strategy and partnerships at Dynata, said: “Brands worldwide can now create and activate precisely targeted marketing audiences using the known data points of our first-party deterministic data. Eyeota has a strong reputation for data quality and consultative expertise, and we’re delighted to offer our data on their global marketplace.”