Insiight Buys Effective Measure, Sells Oceana Assets to Pureprofile

Digital audience, brand and ad effectiveness analyst Effective Measure has been acquired by emerging markets specialist Insiight, which is led by the former's co-founder Scott Julian. As part of the deal, Effective Measure has sold its Oceania assets to online survey tech firm Pureprofile.

Effective Measure offers 'Digital Helix' technology to overcome issues with cookie deletion and unique visitor audience calculation, and this technology can be used for campaign effectiveness studies, online research, and app measurement. The firm previously had operations in South Africa, Dubai, Australia, India, Singapore, Vietnam, Malaysia, the Philippines, Thailand and the UK.

Insiight says that with a change in ownership, clear direction, and financial backing, Effective Measure will increase its focus on bringing deeper data and insights to audience measurement and profiling - with a specific focus on the Middle East and African markets, and a reduction in its focus on the Asia Pacific markets. As a result of the latter, Effective Measure has sold its Oceana assets to Pureprofile for an undisclosed sum.

The remainder of Effective Measure now becomes part of Insiight, which has been established to help clients understand emerging markets, and the business impact of new technologies, new geographic markets and new ways of interacting with consumers. It will continue to be led by CEO Graham Plant until Julian (pictured) takes over the role in the coming months. Commenting on the deal, Julian said: 'With this investment we will focus on bringing data and insights to these core emerging markets in audience measurement and bring world-class advertising and audience insights to the region.'

Web sites: www.effectivemeasure.com and www.pureprofile.com .