Datonics launches new Canadian data segments

Data is classified into various archetypes based on life stage, B2B, beahvioural and purchase data.

RodneyPerryDatonics has launched a new Canadian data taxonomy based on audience segments created from its publisher and data partners for the Canadian market.

The data is categorized across key classifications and updated in real time. It is structured to allow advertisers or media buyers to search through key verticals and categories such as automotive, retail and ecommerce, as well as online behaviours and demographic profiles.

The data taxonomy currently includes 1,200 pre-paged segments, as well as an unlimited number of keyword-driven segments. Datonics’ segments are comprised of data that covers behaviour, purchase intent, B2B data, life-stage information and other demographics. It is gathered from more than 300 million North American users (anonymized and aggregated) through more than 400 million cookie IDs and 250 mobile IDs. It utilizes sources such as vertical search engines, shopping engines, forums, directories and product review sites.

Rodney Perry, Datonics’ general manager, acknowledges that there is already a good amount of data available in the Canadian market – but the amount of data has never been the issue. Datonics’ competitive offering is centered around its ability to clean up data and eliminate duplication, which he says makes the groups more targeted and specific. “Our uniqueness is the cleaning and deduplication of data and the ability to build custom segments for clients,” he says.

Datonics first arrived on the Canadian adtech scene in January, with former GroupM exec Perry heading up growth through publisher, data and adtech partnerships. Currently, Datonics’ Canadian partners, through which buyers can access the segments, include Google, the Trade Desk, AppNexus and MediaMath. For Datonics, which is headquartered in New York and also has an outpost in Tel Aviv, Canada represents a strong testing and growth market specifically because of the wide range of data available.

“Language, time zones and technological efficiency all make Canada a great market to test, expand and validate business opportunities,” Perry previously told MiC.