MarTech Interview with Kristina Prokop, CEO and Co-founder of Eyeota

Do you know who your customers really are? If you rely on basic demographic data such as age, gender and location, you may be missing out on valuable insights into their interests, behaviors and preferences. Eyeota is the leading provider of audience he data that enables marketers to target and engage their ideal customers across multiple channels and devices.
To learn more about the challenges and opportunities of Eyeota and audience data, we interviewed Kristina Prokop, CEO and co-founder of Eyeota. With her over 20 years of experience in digital marketing, media and technology, Kristina has been recognized as one of the 50 most inspiring women in technology in Europe by Inspiring Fifty. In this interview, Kristina shares insights on the evolution of her audience’s data, the impact of privacy regulations, her AI’s role in data management, and more.
Jump into the interview to see how Eyeota can help you solve your audience targeting problem and reach your marketing goals!

Christina, please introduce yourself to the audience. What was the inspiration behind co-founding Eyeota?
I co-founded Eyeota in 2010 with a mission to help businesses better understand and target global audiences through digital channels. I believe there is a significant shortage of trusted data sources and a global data base that enables businesses to access quality data to make smarter decisions and create more relevant experiences. We saw an opportunity to create a marketplace.
There is a lot of digital clutter and it can be difficult for brands to reach consumers online. The demand for data was only increasing, as there was a very clear demand for data.
Our audience data helps advertisers understand their target audience in new ways (as real people) so they can serve more relevant ads. Consumers are more likely to respond to ads that meet their needs.

What are the core values ​​the company stands for? What is its vision and mission?
Since its inception, Eyeota’s core values ​​have been trust, stability and interoperability. This recent ranking by Neutronian as a leader in global data privacy demonstrates our commitment to these values ​​has paid off and our commitment to excellence is demonstrated to the market.
Our vision is to help organizations better understand their target audiences and personalize their marketing and advertising campaigns to deliver more relevant experiences.The digital channel marketers need most Our mission is to make addressable quality data available in

Eyeota recently took first place in the 2023 Global Data Privacy Rankings. Can you elaborate on the privacy and transparency best practices that led Eyeota to this position?
As confirmed by certain feedback and Neutronian’s findings compared to other data companies, we have made Eyeota’s Privacy Center as user-friendly as possible, with transparent data collection usage and opt-out mechanisms. We have focused on making it a true resource for Eyeota was ranked “excellent” in several categories, specifically in the following areas:
A privacy policy that is comprehensive and distinguishes between CCPA and GDPR-related points
Eyeota constantly monitors data policies and trends to stay ahead of regulatory requirements for data practices, policies and procedures. We continuously evolve regulatory privacy practices (GDPR, CCPA, etc.) to meet their requirements and go a step further, adapting to create more security.
Public links to client and vendor T&Cs and discoverability of opt-out policies
Messages about data and client-facing language are tailored to be as easy to understand as possible. Data transparency has always been Eyeota’s top priority, and data privacy policies have always been a top priority for our clients, partners, and the industry at large. Our privacy policy is clearly stated on our website. Eyeota constantly checks for updates and messages to clients regarding the full range of data collected and not collected, clearly explaining why and how we maintain the highest standards of data security and transparency.

Can you talk about the importance of audience data in today’s digital advertising landscape and how Eyeota can help businesses leverage data to improve their advertising strategies?
Audience data is more important than ever. In today’s digital advertising environment, audience data is essential for companies to understand their target market. Audience data helps businesses gain insight into who engages with their products and services, allowing them to create more effective strategies.
Consumers are more online than ever, and the sheer volume of data each provides is difficult for most brands and advertisers to parse. Brands looking to identify and target the right audience, let alone use the right message, rely on Eyeota to provide an audience data solution.
Eyeota is a data marketplace that helps businesses leverage data to improve their advertising strategies and target audiences more accurately. This data is segmented into 50,000 B2B and B2C audience profiles, categorized by industry, consumer lifestyle, seasonal events, and by traits and personas that influence consumer journeys.
Whether you’re looking to build awareness or connect on a one-to-one level, our audience data segments can be used to best fit any strategy, campaign, or vertical on a global scale .

How has the advertising industry changed during your tenure at Iota?
I’ve been with Eyeota since 2010, so you can imagine I’ve seen a lot of change and more than one cookie apocalypse in my time. But the growing need for agility is what I would call the most significant change in the last decade. As our audience segments expanded and redefined, we realized how much audience data we needed to run successful campaigns for each customer segment. Today’s marketer must be agile and able to adapt to her client’s changing identity and data needs.

How does Eyeota stay ahead of its competitors and maintain its market position?
This recent ranking by Neutronian shows an important part of why we are ahead of our competitors. We are dedicated to data excellence in all categories, but you’ll find security, privacy, and transparency to be the distinct areas in which we’ve led the industry.
We not only utilize the latest methods for managing and attributing audience data, but we also consistently monitor data practices, regulations, and procedures to stay ahead of compliance needs around the world.
Our transparency regarding these data requirements and collection methods consistently differentiates us from our competitors and, more importantly, clearly explains industry changes and rationale to those in our network without deviating from pre-determined data collection and management policies. , identified next steps and benefits.

Eyeota’s identity-agnostic approach is a data-driven approach that allows users to match customers and prospects across multiple platforms using multiple identifiers. This approach makes Eyeota data available on any platform, regardless of the unique identifiers used by each platform. Instead of relying on unique identifiers used by each platform, Eyeota’s ID-agnostic approach allows users to match customers and prospects across multiple platforms using their own unique identifiers. increase. This method allows marketers to quickly target campaigns using the same identifier, resulting in more accurate and efficient targeting.

What advice would you give to someone looking to start a career in advertising?
Join us! The marketing and advertising industry is no different than any other industry. Success here means finding ways to get out of your comfort zone and network, engage, and add value. Start small. Attend conferences in your area, start learning about webinars, look for mentorship opportunities (both of you), make connections and build your network. The industry needs data analysts, full-stack developers, creatives, content generators, marketers, salespeople, programmers, and more. Whatever your skill set, advertising has a place for you.