NEWS4 February 2022

Pureprofile adds CleanID to enhance security

Asia Pacific News Privacy

AUSTRALIA – Data and insights business Pureprofile has added data security solution CleanID to its operations, following the completion of a successful pilot. 

Conceptual image of cyber security with padlocks on a screen

Developed by OpinionRoute, CleanID is a fraud and duplication detection system built to analyse and identify device level attributes to eliminate known data threats in real time.

With data quality continuing to be a major industry focus, Pureprofile employs extensive fraud detection and prevention measures to ensure it prioritises the collection of clean and accurate data for every single project. In 2019, the Sydney-headquartered company formed its Quality Assurance team to provide around the clock data quality monitoring. The team went on to build out Pureprofile’s unique set of quality assurance measures.

CleanID is said to elevate the company’s security measures by incorporating an expansive set of flags and super flags to block bad clicks, with easily adjustable quality settings and real-time benchmarked industry data.

The solution complements existing measures in place at Pureprofile to drive better samples and achieve the highest quality data sets possible. The company intends to incorporate CleanID into all of its studies and analysis over the coming months.

“Our core responsibility is to ensure high-quality data, and our dedicated Quality Assurance team upholds this by delivering surveys that adhere to our extensive checklist and by applying robust anti-fraud measures,” said Pureprofile head of global operations Lorrie Yeung.

“Through CleanID’s quality-as-a-service platform, Pureprofile has the opportunity to provide an additional layer of security with minimal change to our current system, so that we can continue to provide reliable and honest data to our clients.”