Sagacity’s postcode data now digital with Eyeota for UK brands
Sagacity's UK consumer data universe will now be available digitally following a new partnership with Eyeota.
The agreement allows brands using Eyeota's global audience marketplace to access Sagacity's curated datasets for the first time as a digital service, supporting more precise and compliant audience targeting in digital campaigns across platforms such as The Trade Desk, Google DV360, and Meta.
Data for real engagement
Sagacity provides detailed lifestyle, demographic, and behavioural data drawn from postcode locations and verified real-world interactions. The human-curated approach is designed to help advertisers reach authentic audiences, distinguishing real people from bots, which the companies highlight as accounting for nearly 30% of global online ad spend.
Three main products will be provided to brands through Eyeota. Brands can access 'personal shopper' support, with Sagacity assembling custom audience segments tailored to specific campaign goals. The combination and enrichment of Sagacity's postcode-level data with Eyeota's digital identifiers enable brands to more accurately target and track audience intent. Additionally, a self-service feature offers access to pre-built demographic subsets, such as age or gender within postcode areas. This is intended to help brands react quickly to market shifts or urgent campaign requests.
Industry perspectives
"Brands need to reach the right audience and filter out the bots, which account for nearly 30% of global online ad spend. Our data is created by people, for people, using verified real-world interactions. That means brands can confidently target real consumers - whether affluent Canary Wharf commuters browsing high-end watches, or busy families planning a holiday while shopping at the supermarket. Partnering with Eyeota is a major milestone in our mission to enable hyper-personalised, privacy-conscious campaigns. Together, we're helping brands and agencies build long-term, value-driven relationships, grounded in trust, relevance and data transparency," said Tony Munday, Head of Digital at Sagacity.
Jessica Saunders, Vice President, Global Partner Success & Operations at Eyeota, emphasised the scale of Sagacity's consumer data set and the benefits it brings to the Eyeota ecosystem.
"Sagacity brings one of the UK's richest and most scalable datasets into our ecosystem. We are extremely excited for brands and agencies to gain access to audiences created from 80 million postcode-level, human-verified records - enabling real connections with real people. This partnership gives advertisers a new level of precision and confidence, reinforcing our ongoing mission to help brands build trusted, high-impact relationships in an increasingly fragmented digital world," said Jessica Saunders, Vice President, Global Partner Success & Operations at Eyeota.
Quality, compliance, and transparency
The development occurs as marketers confront increasing scrutiny around privacy, transparency, and compliance, particularly in the context of emerging regulations and the growth of AI-driven marketing techniques. Both firms say addressing concerns about data quality, audience accuracy, and trust is central to the partnership.
Sagacity's approach centres on compliance, allowing brands to target audiences in alignment with regulatory requirements and changing consumer expectations. This is designed to offer marketers confidence in the performance, privacy standards, and reputational benefits of their campaigns.
With the digital availability of Sagacity's data through Eyeota, advertisers and agencies can now deploy campaigns that aim for a higher standard of granularity, quality, and privacy. By combining postcode-level data with existing digital capabilities in Eyeota's marketplace, the partnership aims to provide brands with greater control and reliability in audience targeting for marketing campaigns across the UK.
