Audience Data Sessions: Q&A with Apex Purchase

Tell us about yourself and your role at Apex Purchase. 

Hey! I'm Chris Morse and I am the VP, Partnerships for Apex Purchase. I oversee all tech and demand partnerships throughout the ecosystem – ensuring our strategic partners are empowered to enable the unique scale and granularity of Apex Purchase Data for brands and agencies, across verticals, to achieve their marketing objectives.

Tell us about Apex Purchase and what makes your data unique.

Consumers no longer shop exclusively at the world's largest retailers. They purchase from thousands of brands, specialty retailers, category experts, marketplaces and independent e-commerce sites every day. Yet many purchase datasets continue to reflect only a portion of that activity.

Apex Purchase Data expands audience creation beyond traditional retail ecosystems with 100% deterministic, privacy-compliant purchase data built from confirmed online transactions across more than 3,000+ commerce domains. By capturing real purchase behavior across a diverse range of online retailers, we help marketers uncover valuable shopping patterns and buyer affinities that may be missed by datasets focused on a limited set of merchants. This broader view of consumer behavior enables advertisers to build more precise audiences, identify new customer opportunities, and make more informed targeting decisions.

Why did you choose to partner with Eyeota, and what does this partnership unlock for advertisers? 

Eyeota is the only game in town when it comes to being a true global marketplace. Partnering with Eyeota means we're also benefiting from their reach, scale, and deep relationships across the advertising ecosystem, which is a game changer for a data provider like us.

In which markets or regions can advertisers currently activate your data? 

Apex Purchase covers US Purchases, but is available globally. Through our partnership with Eyeota, advertisers can access Apex Purchase Data from markets worldwide. This global availability allows brands leveraging purchase intelligence that helps improve relevance and precision in market-specific campaigns.

What trends are you seeing in the digital advertising space, and how is Apex Purchase evolving to meet these changes?

Buyer fragmentation is at an all-time high, especially among younger generations. Gone are the days of the one-stop-shop. Every moment is now a buying moment, spread across tens of thousands of different retailers and brands, constantly injected into consumers lives. Brand loyalty is shifting as consumers are constantly discovering and engaging with new brands and shopping destinations.

As shopping behaviors evolve, our understanding of purchase preferences needs to evolve with them. The future of purchase-based targeting isn't about focusing on a handful of big-box retailers. It's about understanding consumer activity across a broader and more diverse commerce ecosystem. That is the future of purchase-based targeting.

Brands and agencies are requesting actual deterministic purchase data and finding that many options in market are not actually deterministic. We are proud to offer a 100% deterministic product.

What’s your advice to advertisers exploring data-driven advertising strategies?

Connect your strategy, your data, and your business objectives. Understand which data set best delivers against your strategy and make your decision based on what’s best for that campaign, not what is typically used in the category. When strategy, data, and objectives are aligned, marketers are better positioned to reach the right audiences and drive stronger outcomes.

About Apex Purchase

Apex Purchase Data is a unique source of verified online purchase intelligence built from actual consumer transactions across thousands of e-commerce websites. By capturing domain-level purchase behavior, Apex Purchase reveals shopping patterns and buyer affinities that traditional purchase datasets often miss. Marketers use Apex Purchase Data to build more precise audiences, discover new customer opportunities, suppress existing buyers, and improve campaign performance across digital channels.