Vividata Partners for Passive Panel Launch in Canada

Consumer and audience insights company Vividata has partnered with mobile research technology firm RealityMine, digital data collection specialist Delvinia, and Ipsos, to launch what it calls the first passive panel of its kind in Canada.

Vividata is a consortium governed by a Board of Directors representing the interests of Canadian publishers, agencies and advertisers, and providing cross-platform audience measurement for publishers. Its syndicated research uses a probability-based sample of tens of thousands of individuals collected over 52 weeks, with results released quarterly.

Its new passive panel collects mobile behavioural data from Canadian consumers with their informed consent. Equipped with RealityMine's passive metering technology, RealityMeter, the panel will provide mobile activity data from search, browsing, app use, eCommerce, and audio/video streaming, combined with real-world location data. A series of products will tap into data from the panel integrated with Vividata's Survey of the Canadian Consumer, as well as from a portfolio of specialized studies from its custom research arm Vivintel, including studies related to cannabis, esports and ethnicity.

President and CEO Pat Pellegrini (pictured) comments: 'This panel complements our existing high-quality survey research expertise to provide revealed behaviour that only passive measurement can capture in detail. A multi-partner strategy with global leaders in their respective areas allows such a panel to launch and succeed'.

Web sites: www.vividata.ca , www.realitymine.com , www.delvinia.com and www.ipsos.com .