ACKWEST Buys Precision Sample from Toluna

Toluna has sold its Precision Sample unit to ACKWEST Group, the tech-driven consumer insights and marketing services solutions firm set up by MR industry veterans Hugh Davis and Keith Price a year ago in Florida.

Precision Sample was founded in 2009 by its current CEO Don Golden (pictured) and CTO Partha Pudhota (pictured above and below, respectively), and offers the proprietary Infinity rapid data collection platform. The firm's total panel members exceed 25 million in major economies across North America, South America, Europe & Asia.

ACKWEST was formed in March 2024 by Greenfield Online, reInvention and Critical Mix founders Davis and Price, aiming to 'promote companies which create uncorrupted, unbiased and human-verified data for reliable business intelligence'. Since then it has taken a stake in first party data specialist TestSet and revamped its leadership team.

Dutch firm MetrixLab bought a stake in Precision Sample as long ago as 2013, and ten years later parent company Macromill sold MetrixLab to Toluna, in which it took a minority stake.

According to Toluna CEO Frederic-Charles Petit, the transaction reflects his firm's 'strategic focus on accelerating our enterprise growth while maintaining our commitment to providing brands and agencies with unparalleled access to high-quality data and actionable insights through our industry-leading global panel, technology and solutions'.

Price comments: 'We're delighted to welcome the Precision Sample team to ACKWEST. Incorporating its technology and deep expertise into our first-party data ecosystem strengthens our ability to provide clients with verified audiences and actionable insights from proprietary data sources'.

'We are excited to become part of the ACKWEST Group' says Golden, 'as it enables us to scale our capabilities and extend our reach, ensuring our customers will continue to receive the high-quality sample and service they have come to expect'.

Toluna has more than 75 offices worldwide and is online at www.tolunacorporate.com , while ACKWEST can be found at www.ackwest.com .