New Tools Added to Measure Protocol Platform

In London, multi-touchpoint behavioral data firm Measure Protocol has announced the launch of two new solutions, Affinity and Power Index.

Measure was founded in 2018 by four former YuMe and Crowd Science execs, and provides insight into how consumers use, interact, navigate and transact with business web sites, services and apps, helping global social media and technology platforms, TV/media companies, agencies and others make data-based product and marketing decisions. Meanwhile it promises individuals greater control over how their data is used, and compensation for the information.

The new Affinity solution uses data on behavior across purchase, search (Google, TikTok and Amazon), social media engagement (YouTube, Facebook, Instagram, TikTok and X), web visitation and other activities to understand true digital touchpoint influence on a consumer's affinity to a brand, influencer or audience. The tool constructs a proprietary score for audiences, taking into account all the digital touchpoints a brand has with a consumer, as well as the breadth and intensity of signals.

Power Index incorporates brand and category level purchase data, as well as brand specific search for publishers, agencies and brand advertisers to understand where a client's audience wins against its competitors.

'Brands understand that consumer engagement happens across multiple channels and services' comments CEO and co-founder Owen Hanks, 'and for the first time ever, they can access this data in one place on the Measure platform to drive revenue across the ad and brand ecosystem. As we enter into a cookieless world, clients are looking for better behavioral signals to support their business outcomes'.

The company is online at www.measureprotocol.com .

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

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