Research and data analytics group YouGov has announced the launch of YouGov Safe, an online marketplace that rewards consumers for sharing data.

The marketplace is designed to help brands, media owners, and agencies have a “transparent” view of consumers’ verified online behaviours and transactions.

Members that share data will receive points that count towards a cash payment every time they allow a new company to have an interaction with their data.

“YouGov Safe enables members to securely store data that companies, platforms and institutions hold on them, and then share it with selected third parties anonymously or on a case-by-case approval basis,” said the organisation. “It forms a data marketplace for the user, empowering them to choose exactly what information is shared and with whom.”

YouGov said that brands will now have access to a complete view of consumers in a number of ways, including:
• Targeting based on browser history, banking data, actual shopping habits, ‘micro-influencer’ status and more
• Conduct unrivalled seed marketing at a granular level
• Visibility on the marketing-to-purchase funnel, understanding marketing ROI based on verified purchases
• Targeting and re-contacting individual members with 1:1 panel access
• Strategising with competitor research on a product level
• Accessing global cross-platform streaming viewership and shopping data to compare and contrast habits
• Finding optimal sponsorship deals based on purchase journeys, such as matching brands with influencers, studios with products
• Accessing social media user behavioural data to target fans of particular pages, followers of celebrities/brands based on engagements
• Creating audience segments of verified subscribers, survey watchers/listeners of specific shows to compare and contrast viewership across platforms and markets

“For too long, consumers, brands, agencies and media owners have been let down by online behavioural and transaction data,” said Hamish Brocklebank, head of YouGov Safe. “YouGov Safe changes the game for everyone. For consumers, it is the opportunity to have the power over their personal data – deciding what to share, doing it in a secure way and getting value for it.”

Brocklebank added: “For clients, YouGov Safe takes customer profiling to another level – understanding their audience’s full journey across devices – whether it is streaming, gaming, shopping, or other online activity – and connecting it to YouGov’s rich attitudinal data. YouGov Safe redefines the possibilities of connected customer data for both consumers and clients.”

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