Pureprofile Renames Media Business 'Pure.amplify'

Australian digital research platform Pureprofile has re-launched its media business under the name 'Pure.amplify', led by media industry specialist Tasneem Ali.

Pureprofile collects consumers' profile data in exchange for rewards, and offers ad targeting, content strategy and research panel services. Originally launched in 2009 as Sparcmedia, the firm's Pure.amplify business undertakes proprietary market research and customer journey mapping, to develop strategies for programmatic advertising, media buying and audience insights.

Ali (pictured) joined Pureprofile in March, with the task of re-imagining the way the firm supports clients' digital advertising strategies. Prior to this she worked at global marketing technology platform FreakOut as ANZ Lead - Video Supply and Demand; and she held senior roles at publisher monetization platform Kiosked, and at Komli Media, Axiom and Adcorp.

CEO Martin Filz comments: 'We are delighted to add Pure.amplify to the Pureprofile family: a business that is set to put the personal into the programmatic and get to the heart of brand identity. The business will not only oversee programmatic advertising, digital and online marketing and advertising, but will also leverage first-party, declared data to provide deeper, richer ways to target consumers via digital media'.

Web site: www.pureprofile.com .