The expanded partnership will couple clients’ first-party data with YouGov’s attitudinal and psychograph data and incorporates bespoke health insights through proprietary panel data on chronic and seasonal conditions.

Using YouGov and first party data sources in Havas’ AI-driven Converged operating system, the agency network said it would help to automate the audience creation process, improving performance in client applications.

The partnership has been in place for around four years, with the latest agreement seeing Havas and YouGov working together to identify new efficiencies and insights across the network.

Dan Hagen, global chief data and technology officer at Havas, said: “By accelerating adoption of YouGov’s data and insights, we’ve been able to build larger, smarter models, creating increasingly sophisticated audiences that can be leveraged by the entire Havas network in our Converged operating system.

“For our clients, we’ve boosted performance while safeguarding customer privacy, and for our people we’ve unlocked new efficiencies that empower them to focus on more strategic tasks,”

Stephan Shakespeare, co-founder and chief executive at YouGov, added: “The enhancement of the relationship is testament to how much they value the quality and connectivity of our data, our pioneering products and our deep expertise.

“We look forward to further expanding YouGov’s partnership with Havas in the years to come as we continue to develop innovative approaches to show consumers’ reality across the world.”