YouGov Integrates Profiles with Audience Data

YouGov has added audience activation functionality to its Profiles solution, promising to 'bridge the gap' between insight, planning and activation for its clients.

YouGov has operations in the UK, the Americas, Europe, the Middle East, India and Asia Pacific, all tapping the group's 'Living Data' source which is built on responses from 26 million registered panel members worldwide.

Profiles was launched a decade ago as a media planning and audience segmentation tool, merged it with the IPA's TouchPoints survey in 2019 and added a free version two years ago. YouGov Audience Data was created in 2019 promising to 'translate an ideal research audience into an addressable one', for precisely targeted advertising across display, video, social and Connected TV.

Profiles and Audience Data are now linked - 'but one of a string of planned innovations' according to the company. Planned launches include an AI-powered search function for Profiles.

Director of Audience Data Doerthe Jans comments: 'We are thrilled that the two YouGov solutions are now seamlessly linked. In the first week of the activation functionality going live, we have had an unprecedented response, piquing the interest of multiple clients across the globe and a host of orders. YouGov Audience Data is a proven solution in the market, having powered tens of thousands of campaigns, since its launch and we look forward to its increasing success'. Newly appointed CPO Marc Ryan (pictured) adds: 'YouGov is committed to having the best quality data available and ensuring that clients have the tools to make use if it easily. Audience Activation is the latest example of this'.

The group is online at www.yougov.com .