YouGov Launches 'Safe' Opt-in Data Marketplace

YouGov has launched a service called YouGov Safe, offering a fully opt-in, GDPR and CCPA compliant, cross-device tracker and data marketplace, which incentivises participants to choose who they share their data with.

The new solution combines observed online behaviour and transactions with attitudinal insights from the firm's media planning and audience segmentation tool YouGov Profiles, to deliver what it describes as 'three-dimensional' consumer intelligence data. Users of the solution can see what consumers are actually consuming and purchasing online across devices and platforms.

Members of YouGov Safe can 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 basis. The service forms a data marketplace for the user, enabling them to choose exactly what information is shared and with whom, and members receive points that count towards a cash payment every time they allow a new company to interact with their data.

The first available output from the product is data from international streaming platforms and services, and YouGov Safe can already provide online retail data and users' browsing history. In the near future this will expand to include banking, gaming and health data. Hamish Brocklebank (pictured), Head of YouGov Safe, comments: 'For consumers, YouGov Safe provides the opportunity to have the power over their personal data. For clients, it 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 attitudinal data'.

Web site: www.yougov.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.