Measure Protocol Debuts 'True' Behaviour-based Targeting

UK-based consumer intelligence technology company Measure Protocol has added targeting capabilities which allow for specific surveys to be delivered to respondents based on their actual behaviour - such as in-app purchasing. The firm claims this eliminates reliance on self-reported behaviour.

Founded in 2018 by four former YuMe and Crowd Science execs, the firm provides insight into how consumers use, interact, navigate and transact with business web sites, services and apps, while giving individuals greater control over how their data is accessed and used, and ensuring that they are fairly compensated for the information. The company's Storefront solution enables access to consumer-based behavioural data relating to what individuals are doing, consuming, and buying.

With the new targeting capabilities, data collected in Measure Protocol's fully permissioned environment, can be used to help brands, app publishers, MR agencies and other organizations to identify survey respondents based on 'true' behavioural data. According to the company, this instantly qualifies respondents based on desired characteristics, while streamlining respondent experience. Profiling data can include specifics such as weekly hourly mobile usage, spending patterns and amounts spent, and types of video content and shows watched on streaming platforms - eradicating the need to route potential respondents through a series of profiling questions and shortening the overall survey experience.

CEO Owen Hanks (pictured) comments: 'Through behavioural data we eradicate the wastage of claimed data and, with our new solution, we can then specifically target only respondents that have the exact, desired behavioral characteristics with a bespoke survey. Our new approach allows targeting based on very specific behaviour, improving experiences on both sides of the table, while boosting data quality.'

Web site: www.measureprotocol.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.