Sagacity’s UK consumer universe is now available digitally for the first time – giving advertisers rich, real-world, compliant data to power hyper-targeted campaigns

Sagacity, a leading data intelligence company, has partnered with Eyeota, a global source of audience solutions empowering advertisers worldwide, to make its powerful UK consumer data universe available as a digital service for the first time. Through Eyeota’s global audience marketplace – integrated with over 50 leading ad tech platforms, like The Trade Desk, Google DV360 and Meta – advertisers and brands can now tap into Sagacity’s rich data sets to build smarter, sharper, more targeted marketing campaigns.

Sagacity offers a rich taxonomy of lifestyle, demographic, and behavioural attributes based on postcode locations. And unlike many anonymous, algorithmic or bot-influenced datasets, Sagacity’s data is human-curated and built on verified real-world behaviours – ensuring advertisers engage real people, not proxies. With validated data quality and transparency, the platform tackles longstanding concerns around ad waste, opaque targeting, and trust in digital identifiers.

Already trusted by some of the biggest names in insurance, retail, and not-for-profit, Sagacity’s data will now be available via Eyeota through three core offerings:
• Curated ‘personal shopper’ support – Sagacity acts as a personal data shopper, building bespoke audience segments to match specific campaign goals with surgical precision.
• Combined and enriched with Eyeota – Brands can now overlay Sagacity’s postcode-level data with digital identifiers from Eyeota’s global audience platform – making it easier to locate the right audiences and convert intent into action.
• Self-service – Pre-built subsets – such as age or gender – within postcode areas are available instantly, giving brands the ability to respond quickly to last-minute briefs or market shifts.
“Brands need to reach the right audience and filter out the bots, which account for nearly 30% of global online ad spend,” said Tony Munday, Head of Digital at Sagacity. “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.”

The partnership comes at a time when brands are navigating a perfect storm: regulatory pressure is mounting – while AI-driven marketing is accelerating at pace. These forces make data quality, transparency and compliance more essential than ever.

Sagacity’s data is built with compliance at its core, giving brands the confidence to reach real, addressable audiences in ways that align with both evolving regulation and rising consumer expectations. For marketers, this means not only improved performance, but the assurance that every campaign is privacy-conscious, future-ready, and reputationally sound.

This new standard of quality, compliance and granularity is now available through Eyeota’s Audience Marketplace – offering agencies and brands a smarter, safer way to target with precision.

“Sagacity brings one of the UK’s richest and most scalable datasets into our ecosystem,” said Jessica Saunders, Vice President, Global Partner Success & Operations at Eyeota. “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.”