• by P.J. Bednarski  @pjbtweet, May 31, 2013

SourceKnowledge, the video ad network, will partner with Datonics to use its audience data on SourceKnowledge’s real-time bidding video ad serving platform, the companies will announce today.

SourceKnowledge advertisers wil be able to take advantage of Datonics’ pre-packaged segments consumer information, including purchase-intent, “life-stage” data and information derived from custom keywords, based on research on 180 million consumers in the U.S. and Canada.

Datonics claims that data lets media buyers more precisely target potential customers. The data firm is a leading aggregator and distributor of granular and proprietary search including behavioral purchase intent.

In February, Datonics entered into a similar partnership with digital media-buying platform and services company MediaMath, intergrating its data into MediaMath’s  TerminalOne platform.

“While this type of targeting is mature for display, it is still relatively new when targeting pre-roll ads,” said SourceKnowledge CTO Stuart MacDougall, in a statement. “It is especially key for advertisers when buying audiences using our newly launched RTB ad server.” 

SourceKnowledge, based in Montreal, reaches 5.3 million visitors in Canada and nearly 21 million in the U.S. on a network of sites, as well as mobile and tablet devices. Datonics’ pre-packaged segments and custom keyword-based segments facilitate the delivery of privacy-sensitive ads to online consumers.