23 Feb Pureprofile acquires Effective Measure ANZ assets
Acquisition rapidly scales Pureprofile’s data capture capabilities to create millions of targetable digital consumer profiles
Pureprofile is pleased to announce it has acquired the Australia and New Zealand assets of Effective Measure International – a significant move that will offer enhanced consumer targeting and insights solutions to major brands and publishers.
Effective Measure is a leading provider of digital audience and advertising effectiveness measurement and targeting solutions, with a global footprint that services ANZ clients including Australia Post, Roy Morgan and Mamamia. It also has relationships with more than 60 online publishers, including The Economist and Groupon Australia.
The Australia and New Zealand assets of Effective Measure are highly complementary to Pureprofile’s current data insights and programmatic media businesses. As well as strengthening Pureprofile’s client base, the acquisition significantly expands the breadth of data the company can source, including consumer browser behaviour from more than 100 websites.
Solutions to increase publisher revenues
Pureprofile intends to work with existing and new publishers to monetise tens of millions of behavioural consumer profiles to deliver them deeper insights plus programmatic capabilities to help increase their revenues.
Under the deal, Pureprofile acquires Effective Measure’s existing client and publisher contracts as well as its online panel members and inventory of anonymous consumer behavioural data.
Enhanced data technology
In addition, Effective Measure will deliver big data collection, processing and machine learning technologies to accelerate Pureprofile’s publisher and programmatic media offering.
Pureprofile CEO Paul Chan said:
“Effective Measure’s business and data management capabilities, and its excellent client base and publisher reach, will accelerate our strategic growth initiatives. We have acquired customers and new technologies that allow us to significantly scale our big data technology products.”
“This acquisition allows us to accelerate our market-leading and technology-driven offering, and deliver products that benefit to consumers and publishers by providing them with scalable insights to increase advertising effectiveness and revenues.”
Graham Plant, CEO of Effective Measure, said:
“With Effective Measure’s future focus primarily on the Middle East and African markets, where it is the established leader in audience measurement, it made perfect sense to sell the Effective Measure Oceania assets to Pureprofile.”
“The Pureprofile team have been very impressive and I am confident that our clients will be pleased with what Pureprofile can offer their business.”