Audience Data Sessions: Q&A with Foundry

Tell us about yourself and your role at Foundry.  

I'm Jules Hatfield, Head of Data Marketplace Partnerships at Foundry. I work at the intersection of our audience data and the marketplace partners - like Eyeota - that help advertisers activate it across channels and campaigns. My focus is making sure advertisers can find and access Foundry's segments as easily as possible, and that our partners have everything they need to go to market with confidence. Foundry is best known for our B2B technology audiences, but our data capabilities are expanding - so it's a really exciting time to be building out this partnerships function and opening up new ways for advertisers to reach Foundry audiences.

Tell us about Foundry and what makes your data unique. 

Foundry is a global B2B technology media, data, and marketing services company - home to trusted brands like CIO, Computerworld, CSO, and TechCrunch. What sets us apart is that we identify the verified individual - confirmed role, seniority, industry, and company size - not just the account. With 125 million business decision-makers globally, our audiences are built from real professionals actively researching technology solutions, not passive browsers.

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

Eyeota's global reach and marketplace infrastructure made them a natural fit. We wanted Foundry's first-party B2B audiences accessible wherever advertisers are buying media - and Eyeota delivers that across programmatic, CTV, social, and beyond. For advertisers it means reaching verified B2B decision-makers across 147 countries through a single, trusted activation point.  

How does being the creator of the research, rather than just a distributor, give Foundry a data advantage that other providers can't replicate?

Most data providers are observers — inferring intent from passive web behavior. We're the ones creating the research IT leaders actually use to make decisions. When a CIO downloads our State of the CIO report, they're declaring their intent through deep engagement on our owned properties. We know exactly who that person is and what they were researching, and that's something no aggregated data provider can replicate.

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

Foundry's audiences are available globally: US and Canada in North America, 20+ markets across EMEA including the UK, Germany, and the UAE, key APAC markets including Australia, Singapore, and Japan, and Latin America including Argentina and Brazil. Our team can also scope geo-specific custom builds for campaigns that need precise regional targeting.

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

The shift away from third-party cookies has made high-quality first-party data essential. We're also seeing advertisers move from account-level intent to contact-level precision - they want to know who at the company is in-market, not just that the company is. Foundry has always been first-party and contact-level by design, so we're well positioned for both of these shifts.

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

Start with the individual, not just the account - knowing who owns the budget matters more than knowing which company is browsing. Prioritize active research signals over passive behavioral data, and don't settle for off-the-shelf segments if they don't fit your brief. Foundry and Eyeota's team are set up to build something specific to your campaign goals.

About Foundry

Foundry (formerly IDG Communications), is a global B2B technology media, data, and marketing services company. With a portfolio of trusted editorial brands including CIO, Computerworld, CSO, Network World, Macworld and TechCrunch. Foundry reaches over 125 million verified technology decision-makers across 147 countries. Foundry helps B2B technology marketers identify, engage, and convert in-market buyers through first-party data, intent signals, lead generation, and account-based marketing solutions.​