ASX-listed data and insights company Pureprofile has announced a partnership with global research business Branded Research Inc. which will allow Pureprofile to upgrade the Branded panel of 1.7 million consumer research profiles in the US, Canada and the UK.
The significant increase in the number of profiles will increase Pureprofile’s offering in the US and UK markets within programmatic media, digital publishing and market research.
Pureprofile will provide longitudinal profiling, insights and programmatic media technology to the Branded consumer base.
Paul Chan, founder and CEO of Pureprofile, said: “Digital platforms are allowing advertisers greater ability to identify and target relevant consumer segments. However, many advertisers are still making decisions based on shallow data.
“The rich insights available through the combined Pureprofile and Branded platforms allows brands to connect with target customers who are truly interested in hearing from them.”
Chan said consumer profiles are becoming a personal asset that can empower people to make better decisions.
“The Pureprofile platform is well positioned to capitalise on this growth as it allows the consumer to own and take control of their online profile, be rewarded for sharing data, and gain insights around their own behaviour and choices leading to better decision making,” said.
“The partnership with Branded and its 1.7 million panel members provides the opportunity to leverage our investment in our proprietary profiling technology to enrich them into high-value profiles.
“This helps connect brands to consumers, and extend our current opportunities with major multinational clients including Unilever, Audi and News Corp, and new global brands in the UK and US.”
Branded Inc. CEO Matt Gaffney said: “A good partner shares similar sensibilities. Pureprofile’s continued commitment to building a first class product, combined with their proven track record as a multi-faceted insights company, aligns perfectly with our approach at Branded, particularly as we evolve ourselves as a comprehensive data collection platform.
“We’re delighted about the partnership and the opportunity at large”.