Measure Protocol Debuts Passive Behaviour Gauge

Measure Protocol, a blockchain-based marketplace for person-based data, has launched a solution to help data buyers and market researchers gain a more 'holistic view' of their consumer audiences through passive mobile device data collection.

The firm was launched two years ago by four former YuMe and Crowd Science execs, ad aims to ensure individuals are paid fairly and data usage is secure and transparent. The new solution is part of the firm's MSR mobile data collection app, which, when combined with its mobile-only survey reach promises to help researchers understand the 'what and why' of consumer behaviour and attitudes.

The new offering, available for Android devices, allows brands and marketers to ask users of the MSR app to enable passive behavioural data collection; with users retaining complete control over their data privacy and able to choose whether or not they want to participate in this type of collection. Through the solution, clients can monitor on-device behaviour relating to which web sites users visit, which apps they use, their media consumption and mobile shopping behaviour, and their social media engagement.

Company CEO Owen Hanks (pictured) comments: 'Consumers conduct much of their communication, shopping and other activities on their mobile devices. This new product allows brands and marketers access to the valuable data surrounding these activities. The choice to share is entirely up to users, and they are more willing to do so than one might think. Last year in Measure's pilot program, 78% of participants expressed interest to connect to passive data collection for appropriate rewards'.

Web site: www.measureprotocol.com .