Audience Data Sessions: Q&A with Buzzsaw Media

Tell us about yourself and your role at Buzzsaw Media. 

My name is Justin Hickey and I am the Global GM, Programmatic at Buzzsaw Media, overseeing audience strategy, data commercialisation and digital advertising partnerships. My role focuses on helping brands via agencies unlock value from large-scale global audience datasets through privacy-conscious targeting, audience enrichment and omnichannel activation strategies.

A key part of my work involves identifying high-value audience habits and packaging them into scalable audience segments then enabling activation across leading programmatic platforms. I also work on strategic partnerships that help advertisers improve audience precision, campaign performance and measurable outcomes in an increasingly privacy-first environment.

Tell us about Buzzsaw Media and what makes your data unique.

Buzzsaw Media is a global audience and data solutions company focused on delivering scalable, privacy-conscious audience intelligence for advertisers, agencies and media platforms alike.

What makes our data unique is both the scale and diversity of the audience segments we manage. Through our ecosystem, we work with over 1.4 billion global data records spanning multiple regions, verticals and behavioral categories. This enables us to build highly refined audience segments across areas such as consumer intent, lifestyle, retail, finance, travel, technology, automotive and interest-based targeting.

Our strength lies in combining scale with actionable audience intelligence. Rather than relying on broad demographic assumptions, we focus on creating meaningful audience profiles derived from real-world digital behaviors and engagement patterns.

This importantly allows advertisers to activate audiences with greater relevance and efficiency across programmatic, CTV, mobile, display, and omnichannel environments.

Additionally, we place a strong emphasis on interoperability and activation flexibility, ensuring our audiences can be seamlessly deployed across leading advertising and identity platforms globally.

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

We chose to partner with Eyeota because of their strong global reputation in audience data enablement, identity connectivity and programmatic activations.

The partnership significantly expands the accessibility and scalability of our audience segments for advertisers and agencies worldwide.

Through Eyeota’s marketplace and ever increasing integrations, now utilising our data, advertisers can gain streamlined access to high-quality global audience data that can be activated across major DSPs, agencies, and media buying platforms.

Importantly, for advertisers, this partnership unlocks:
•    Greater audience precision at scale 
•    Faster activation across multiple platforms 
•    Enhanced omnichannel targeting capabilities 
•    Improved campaign efficiency and audience reach 
•    Access to diversified global audience intelligence in a privacy-conscious framework 

As the global advertising ecosystem continues to evolve beyond traditional identifiers, partnerships like this become increasingly important in helping advertisers maintain effective targeting and measurable performance outcomes.

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

Advertisers can currently activate our audience data across multiple international markets, with strong coverage throughout North America, Europe, Asia-Pacific, and selected emerging markets.

Our global data footprint enables scalable audience activation across a wide range of industries and campaign objectives, supporting both regional and multinational advertisers.

We will continue to expand our audience availability and activation capabilities as demand for privacy-conscious global audience targeting grows.

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

One of the biggest trends we are seeing is the continued shift toward privacy-first advertising and identity diversification. Advertisers are increasingly looking for scalable audience solutions that do not rely solely on traditional third-party cookies while still delivering strong targeting performance and measurable outcomes.

We are also seeing rapid growth across connected TV (CTV), retail media, commerce-driven audiences and omnichannel activation strategies.

We believe that advertisers want unified audience intelligence that can perform consistently across display, mobile, video, CTV and emerging digital environments.

At Buzzsaw Media, we are evolving by:
•    Expanding our global audience graph and data partnerships 
•    Enhancing privacy-conscious audience methodologies 
•    Supporting cross-channel audience activation 
•    Improving interoperability with leading identity and activation platforms 
•    Leveraging advanced analytics and AI-driven audience modeling to improve segmentation quality and campaign performance 

Our focus is on helping advertisers maintain precision, scalability and adaptability as the digital advertising ecosystem continues to evolve.

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

The most successful advertisers today are treating data not simply as a targeting tool, but as a strategic asset that informs the entire customer journey.

My advice would be:
•    Prioritize data quality over sheer volume.
•    Focus on actionable audience insights rather than broad demographics.
•    Build flexible omnichannel strategies.
•    Test and optimize continuously.
•    Work with trusted data partners that prioritize transparency, compliance and interoperability.

It is also important for advertisers to prepare for ongoing identity and privacy changes by diversifying their audience strategies now rather than relying too heavily on any single identifier or platform.

Ultimately, brands that will perform best are those that combine strong creative, quality audience intelligence, and adaptable activation strategies to create more relevant and measurable consumer experiences.

About Buzzsaw Media

Buzzsaw Media is a global data and audience segments solutions provider, delivering access to more than 1.4 billion consumer records across key international markets. Through our partnership with Eyeota, advertisers can seamlessly activate highly targeted audience segments across leading programmatic platforms, enabling scalable and privacy-conscious campaigns that drive more relevant customer engagement and measurable outcomes worldwide.