Audience Partnership for GWI and Dynata

Consumer research platform GWI has partnered with Dynata to launch a solution called GWI Audience Activation, offering end-to-end marketing including segmentation, profiling, planning and activation, for pre-built or bespoke segments using the firms' global audience data.

GWI (Global Web Index) provides data representative of the views, behavior and interests of nearly three billion consumers across 53 markets, including information on values, purchase journeys, media usage and social media habits. Dynata taps ongoing research relationships with nearly 70 million opted-in consumers around the world to compile data with thousands of attributes.

The new agreement will see Dynata model GWI audiences to make them campaign-ready and easy for activation teams to select from data marketplaces such as LiveRamp. The results can be fed into platforms including Meta, TikTok, The Trade Desk and Google.

GWI CEO and founder Tom Smith comments, 'Our customers tell us they want top quality, consistent, global audience data that can be used through the entire marketing process. And that's exactly what this partnership is about - data that can be trusted and help really understand audiences, but also easily applied to fast-moving, digital campaigns'. According to Becky Harris (pictured), Dynata's VP of Measurement and Data Solutions, the partnership is a game-changer because it will help clients optimize efficiency in their media buying. She adds: 'Many clients need their data to be actionable and drive outcomes, which is exactly what we deliver through this partnership and its data-driven solutions'.

The partners are online at www.gwi.com and www.dynata.com .