Mr. Michael Kahn reports

EQ WORKS AND PATTISON MEDIA ANNOUNCE STRATEGIC PARTNERSHIP TO POWER NEXT-GENERATION RADIO AUDIENCE INTELLIGENCE

EQ Inc. and Pattison Media Ltd., one of Canada's largest privately owned radio broadcasters, have entered a one-year strategic partnership that will see Pattison Media embed EQ's proprietary ClearLake data and analytic platform directly into its media assets and advertiser intelligence capabilities, beginning with Pattison's extensive radio and digital network across Western Canada and with a view to broader expansion as the partnership matures.

Unlike traditional agency relationships in which EQ's platform supports client campaign planning and activation, this partnership establishes ClearLake as foundational infrastructure for Pattison Media itself. The partnership will enable the broadcaster to offer advertisers a level of regional consumer insight, audience segmentation and purchase behaviour attribution that is not available through any other Canadian radio network.

Under the agreement, Pattison Media will provide a multimillion-dollar package of promotional radio advertising inventory across its extensive network of radio stations and digital news portals in exchange for access to EQ's proprietary data, technology and ClearLake platform. The partnership will give Pattison a new proprietary audience intelligence capability, providing deeper insight into how its audiences spend and enabling advertisers to better understand, target and measure the consumers they are trying to reach. The structure of the partnership reflects the strategic value both companies place on bringing these capabilities to Pattison's media and advertiser offering.

The result is a more powerful advertiser proposition for Pattison: the ability to connect radio campaign exposure to real regional purchasing behaviour, build audience segments based on Pattison's unique assets, move beyond traditional audience measurement by analyzing campaign performance against actual consumer transaction data and offer attribution modelling that demonstrates measurable campaign outcomes. Together, these capabilities introduce a new level of audience intelligence and campaign measurement to Canadian radio advertising.

"Radio continues to be one of the most trusted and influential media channels in Western Canada," said Rod Schween, president of Pattison Media. "Partnering with EQ Works gives us access to a level of consumer intelligence that fundamentally changes what we can offer advertisers. The ability to go beyond estimated audience reach with real behavioural insight, grounded in real Canadian transaction data, is a significant step forward for Pattison and for how radio delivers measurable value to the brands that invest in it."

"What makes this partnership distinctive is that ClearLake becomes part of how Pattison Media operates, rather than simply a tool used on their behalf," said Mark Ditkofsky, chief operating officer at EQ Works. "Pattison's decision to embed ClearLake into how it serves advertisers is meaningful validation of the data and technology EQ has spent years building. More importantly, it creates a new model for EQ, where our platform becomes part of how media companies differentiate their offering and demonstrate greater value to advertisers."

EQ believes relationships like this create significant growth opportunities for ClearLake as media companies look for new ways to differentiate their advertiser offerings through proprietary data and measurable consumer intelligence. The partnership will also support the continued growth of Paymi, EQ's consumer-facing cashback rewards platform, through Pattison's promotional reach across Western Canada.

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