NEWS15 February 2019

Dynata in alliance with TruSignal

New business News North America

US – Market research data business Dynata – formerly Research Now SSI – has set up an alliance with marketing tech business TruSignal so brands can expand first-party data into larger audiences.

Through this venture, brands can use selected segments from survey responses they have collected through Dynata as seed data for audience expansion. TruSignal uses seed data segments to train its AI-powered predictive scoring engine to identify accurate lookalike audiences at scale.

On TruAudience® Platform 247 million US adults are scored based on cross-validated, people-based offline data spanning sixteen categories and covering 99% of US adults. Identified audiences can be reached across all digital channels and devices, including email, display, video, mobile and addressable television. 

Laura Lewellyn, vice-president of data strategy and partnerships at Dynata, said: "This collaboration will drive better campaign outcomes by converting high quality research data directly into addressable audiences at scale – with the accuracy of offline data attributes and the speed and immediacy of digital technology."