YouGov’s data will be incorporated into Eyeota Data Marketplace giving brands and agencies better insights into their consumers and their preferences for improved targeting.

The data segments will be available through a number of distribution platforms.

Ted Marzilli, CEO of YouGov Data Products, said: “With the continued growth of programmatic across industries, more brands are taking a customer-first approach to their advertising strategies.”

“Our partnership provides marketers and advertisers with rich audience data to help them understand customers and their behaviors on a deeper level, enabling them to deliver better online experiences.”

Kevin Tan, CEO and co-founder, Eyeota, said: “These types of details give marketers and advertisers a window into how consumers behave and think, from brand preferences to general interests, to help them pinpoint exactly how they should be targeted.”