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Jessie De Luca

Programmatic evangelist, Jessie De Luca is Director of Activation, Insights and Analytics at Eyeota. Prior to Eyeota, Jessie was responsible for setting up the analytics & programmatic propositions in Europe for ad-tech global market leaders, Xaxis and Rubicon. She also has experience in account management and operations on both the buy-and sell-sides of digital advertising. Jessie is currently based in Singapore and has worked previously in New York, London, Paris, and Brussels.
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Recent Posts

Eye on Insights: Brands Get “Egg”-cited for Easter

by Jessie De Luca on




Easter is a time for family, faith and fun, with pastel shades and chocolate eggs ushering in warmer and sunnier times. Easter is also a great opportunity for brands to engage with their audiences, especially in the United States, United Kingdom and Australia, where the holiday is heavily observed.

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Topics: Audience Data, Holiday / Seasonal, Eye on Insights, Recommended

Eye on Insights: Are You Ready for Some Footy?

by Jessie De Luca on

Australia’s sporting events are as wide-ranging as they are intense, with heavy competitions in cricket, rugby, horse racing and, most of all, Australian rules football (which has several aliases - Aussie rules, footy and Australian Football League/AFL).

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Topics: Audience Data, Holiday / Seasonal, Eye on Insights, Recommended

Eye on Insights: How To Find Your Valentine

by Jessie De Luca on

Valentine’s Day not only affects couples, families and friends, but it also has a big impact on brands. What better way to show affection and admiration to loved ones than buying them a gift?

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Topics: Audience Data, Holiday / Seasonal, Eye on Insights, Recommended

Eye On Insights: Celebrate Chinese New Year with Prosperity and Audience Data

by Jessie De Luca on

Lunar New Year, or as most recognize it – Chinese New Year, is celebrated by 1/5 of the world’s population – that’s about 1.4 billion people. It’s a time for families, friends and colleagues to come together and celebrate by sharing meals and exchanging gifts that symbolize prosperity. It’s a time for reflections on the past year and resolutions for new beginnings.

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Topics: Audience Data, Data Marketplace, Holiday / Seasonal

Eye on Insights: The Super Bowl & Audience Data

by Jessie De Luca on

We are less than a month away from the Super Bowl. Are you prepared? 

With an average of 111.9 million TV viewers and a record-breaking 3.96 million unique viewers who live streamed the 2016 game, the Super Bowl is the most watched U.S. event every year. This makes it a highly relevant channel for brands to reach fans on a wide scale. From TV to online to social media, brands have multiple touch points to engage with their audiences.
But the challenge here is getting in front of the right audience and at the right time.

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Topics: Audience Data, Holiday / Seasonal, Eye on Insights, Americas

Eyeota Highlights Global Audience Trends in Q3 2016 Index

by Jessie De Luca on

Eyeota – the global leader for audience data – has released its quarterly index report, delivering the latest insights in audience data usage among advertisers globally.

Working with more than 30,000 publishers, Eyeota’s deep data analysis enables advertisers to optimize their marketing and engagement strategies, while helping publishers better understand their users. The Eyeota Index tracks thousands of campaigns executed by hundreds of agencies across 60 countries.

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Topics: Eyeota Index

‘Tis Soon the Season to be Jolly!

by Jessie De Luca on

Are you saving up for your holiday shopping? So are advertisers! In some cases, they even dedicate over 50 % of their annual marketing budgets, for their pre-holiday, Q4 campaigns (Nielsen). With the festive season fast approaching, it’s a great time to think about the role audience data has in complementing these end-of-year campaigns and seasonal trends.

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Topics: Holiday / Seasonal, Eye on Insights

NEW: Eyeota Audience Data Report H1 2016 – Welcome Retail to the Data Party!

by Jessie De Luca on

Eyeota has just launched the Audience Data Report H1 2016. The Eyeota Audience Data Report contains data tracking thousands of campaigns executed by hundreds of agencies across 60 countries. For advertisers, it provides a rare window into how their peers in their category are using data and which audience segments work well for specific advertiser sectors. Publishers gain further insights about the most sought-after data segments, and the types of advertisers purchasing them.

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Topics: Eyeota Index

Eye on Insights: Global Software Brand Discovers Key Audience Segments

by Jessie De Luca on

A software brand ran a regional online campaign across Southeast Asia to entice SMB owners to participate in a contest. Prizes included software subscriptions and products to encourage brand loyalty. 


The brand was using audience data to target users for the first time and without knowing what their audience looked like. It used audience data segments that were a tad too niche, which limited its campaign performance. Eyeota's Activation, Insights and Analytics team made recommendations on how they could improve their campaign performance. 


Programmatic ad buys were a significant contributor to the campaign, driving just under 50% of conversions, i.e. signing up for the contest.  Of all users targeted through programmatic, Eyeota’s Audience Marketplace overlapped with over 2M unique users, with a 30% match rate with converted users. This gave us a clear window into what their successful audience looks like. 


For an advertiser, audience data plays an important upper funnel role in programmatic media buys , guiding users down the purchase path and provides unique insights about your audience. Eyeota’s audience analysis reveals key attributes of your converted users while providing custom suggestions for the audience data strategy of your future campaigns. 

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Eye on Insights: Eyeota Reveals Untapped Monetization Opportunities for Hotel Booking Site

by Jessie De Luca on


As a data-driven company, Eyeota's insights enable publishers to identify more data opportunities to generate additional revenue. In this case study, we show how our Activation, Insights & Analytics team helped a publisher - a hotel booking site - to boost its revenue potential.

A hotel booking site working with Eyeota has a wealth of valuable behavioral data and declared demographic data from user registrations. Unlike most websites, the publisher does not generate revenue from advertising but derives income primarily from booking commissions.

Partnering with Eyeota to monetize their audience data represented an important source of secondary revenue.

This publisher experienced decreased revenue from audience data sales after the peak summer travel booking season.

Challenge: Maximize publisher earnings throughout the year

Eyeota's team identified four areas that needed attention to help maximize the booking site's revenue potential.

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Topics: Case Study, Publisher, Audience Data

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