Measure Launches 'Predict' Consumer Journey Platform

UK-based consumer intelligence company Measure Protocol has launched an agentic behavioural intelligence platform called Measure Predict, giving users direct access to more than five years of permissioned zero-party behavioural data from UK and US consumers.

Measure Protocol captures activity on devices, storing some 2.3 trillion behavioural signals from use of Google, Meta, TikTok, Amazon, ChatGPT and other closed platforms. This database already feeds into the company's Measure Data, Outcomes and Labs solutions, and is used in analytics work by Google, Meta and Netflix. It also forms the core of Project Lantern, a cross-platform TV measurement initiative led by ITV, Sky, and Channel 4, and Measure Protocol says every record in it meets GDPR, UK GDPR, and CCPA/CPRA standards.

The new Measure Predict platform, which will be generally available later this month, spans more than five years of zero-party activity, 534 million product and brand events across 28 categories and 200 million+ new data points monthly. Predict maps out consumer journeys from first intent signal to final decision, across 29 primary platforms including Facebook, TikTok, ChatGPT, Google Search, YouTube, Amazon, Netflix and Gemini; and more than 7,900 retail, travel, payment and shipping properties such as Best Buy and Home Depot. Signals are observed at the device level and linked at the individual level, so as to understand the same person across platforms rather than modelling what a consumer 'probably' did.

Predict's agents actively surface patterns and flag behavioural shifts without waiting to be asked, and the platform functions as an intelligence infrastructure layer, connecting to any existing stack via Model Context Protocol (MCP) or command-line interface (CLI) and feeding its intelligence into users' existing data platforms, BI environments, and other frameworks.

'Measure Predict is the first time a CMO can ask a question of complete cross-platform behavioural data' - says Chief Executive Owen Hanks (pictured) '- especially closed platforms where most consumer behaviour now happens - and get an answer back in the time it takes to read a Slack message. It gives CMOs, strategists, and insights leaders access to intelligence once locked behind a six-week project plan and six-figure invoice. CPO John Martin adds: 'When someone searches on Google, watches a TikTok, asks ChatGPT for a comparison, and ends up on an Amazon product page, those events are linked to the same five-year history of behaviour. That's why Measure Predict can answer questions that nothing built on cookies, survey panels, or platform self-reporting can: how do consumers actually move between closed platforms - and where, exactly, are decisions being made.

Web site: www.measureprotocol.com .