Hotspex and RainBarrel have partnered to launch EthoSense, a Canadian market segmentation solution that, according to the company,  analyzes the emotional and value-based drivers that influence consumer behaviour and provides insights into emotional triggers that drive consumer decisions.

EthoSense is available through multiple channels, including as a standalone data product that can be integrated into existing analytics and marketing tools or as a managed service. All 80 EthoSense segments are available in The Trade Desk, DV360, StackAdapt and Samsung Ads audience marketplaces. These audiences can be directly integrated into almost all ad platforms to enable programmatic media buying based on emotional segmentation.

Toronto-based Hotspex is a 20-year-old global consumer insights company that currently operates in 35 countries. RainBarrel, also headquartered in Toronto, is an ad tech and digital audience provider, specializing in using clean data to create scalable ad audiences in North America.