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Revenue reality — branded vs unbranded

Internal use only. This doc explains why public-site messaging deliberately omits certain revenue facts. Wiki is CF-Access-gated to @huskydata.io emails, but still treat as confidential — do not copy into public artifacts.

The two revenue models

Model A — Branded (public-facing)

  • Product: Husky-branded segments under the "Husky Data" name, catalogued in public/data/segments.json
  • Scope: 300 APAC segments across 13 markets (SG, HK, JP, KR, TW, AU, NZ, TH, VN, MY, PH, ID, IN)
  • Channel today: Eyeota marketplace (as "Husky Data" branded segments — Partner-branded)
  • Channel planned: AWS Data Exchange, Snowflake Marketplace
  • Feb 2026 revenue: $0 net (Partner-branded sheet empty in earnings report)

Model B — Unbranded (operational, not public)

  • Product: Signal contribution to Eyeota's global catalog via "UB_GLOBAL NEXT BUZZ MEDIA (VIA MOBILE AND HEM)" supplier organization
  • Scope: ~1,821 unique segments generating revenue in Feb 2026; full catalog larger
  • What Eyeota does: Rebrands the signal contribution into Eyeota-branded segments (e.g., "Eyeota - Demo - Age - Declared 45-49", "Eyeota - US - Demo - Net Worth - HNWI", "Business / B2B - Company Size - Medium-Small")
  • Feb 2026 revenue: $69,684 net (Eyeota-branded sheet)
  • Geographic mix of revenue:
  • US: $39,091 (56.1%)
  • JP: $6,316 (9.1%)
  • SG: $4,881 (7.0%)
  • AU: $4,446 (6.4%)
  • DE: $3,850 (5.5%) — Germany
  • UK: $3,222 (4.6%)
  • CA: $2,798 (4.0%) — Canada
  • IN: $993 (1.4%)
  • HK: $716 (1.0%)
  • ID: $388 (0.6%)
  • Top revenue categories:
  • Demographic — Age: $24,231 (34.8%)
  • B2B / Firmographic: $9,920 (14.2%)
  • Travel: $7,875 (11.3%)
  • Auto: $4,465 (6.4%)
  • Demographic — Income/Wealth: $3,072 (4.4%)

Why unbranded is invisible on the public site

  1. Brand boundary. The revenue is Eyeota's branded catalog sales — not Husky's brand. Husky is an unbranded supplier, not the seller of record.
  2. Contract. Exposing the unbranded relationship publicly may conflict with Eyeota supplier terms (needs legal review before public disclosure).
  3. Confusion risk. If procurement sees "Husky generates $70k/month from Eyeota-branded US demo segments," they'll ask where Husky's own product ends and Eyeota's begins. Bad for either brand.
  4. Strategic signal mismatch. Our go-to-market is "Husky-branded APAC segments" — exposing the unbranded side undermines that positioning.

What this means for internal planning

Don't mistake unbranded revenue for branded traction

  • $0 branded revenue in Feb 2026 is the number to watch when evaluating the branded launch
  • Unbranded revenue is baseline infrastructure revenue — doesn't indicate whether the branded catalog is finding buyers

Don't over-index on APAC revenue as proof of APAC demand

  • Of the $70k unbranded revenue, only ~25% comes from APAC buyers (JP+SG+AU+IN+HK+ID). 70%+ comes from US/DE/UK/CA demographic + B2B buyers.
  • This does NOT mean Husky's branded APAC catalog won't find APAC buyers — those buyers use different procurement channels (direct sales, agency desks, not Eyeota discovery).
  • It does mean the current "where our customers are" data does not generalize to the branded ICP.

AWS DX + Snowflake strategic question

User has indicated intent to "sell all segments" on new channels. This raises critical questions: - If Husky rebrands the ~1,800 Eyeota-branded segments as Husky-branded on AWS/Snowflake, is that a contract breach with Eyeota? - If Husky lists only 300 APAC branded segments on AWS/Snowflake, does that command enough pipeline to justify the listing effort? - If there's a middle ground (Husky lists broader catalog under Husky brand while continuing unbranded contribution to Eyeota), the commercial + contractual boundary needs explicit agreement.

Not resolved here. Captured as CEO decision question Q2–Q3 in Positioning & ICP Review.

What to do with the 1,800-segment intelligence

Internal use: - Pricing research — what do Eyeota-branded demos/B2B charge per CPM? Benchmark for Husky-branded pricing - Gap analysis — which high-revenue Eyeota-branded categories should Husky replicate under its own brand? - Custom segment opportunity — what's in the Custom sheet (131 rows) that's not yet productized?

Not internal use: - Any public-site claim about "1,800+ segments" - Any customer pitch deck that conflates the two catalogs - Any IAB DTL correspondence (the 300 figure there is correct)

Audit trail

  • Report file: ~/Downloads/counts/February 2026 - Eyeota Supplier Earnings Report - Global Next Buzz Media.xlsx
  • Summary of figures above verified by pandas analysis 2026-04-20
  • Historical monthly trend: not analyzed yet; earlier supplier reports exist at ~/Downloads/counts/ (November 2025, January 2026)