The platform, ‘RSMB Fusion’, allows users to combine different data sources and uses a probabilistic approach, matching respondents across datasets based on shared characteristics.

RSMB, which works with Barb, Rajar and the IPA on audience and cross-media measurement, has offered data fusion services for the advertising and marketing industry for years, but with the launch of the platform is now making this algorithm available to the wider market.

The company said the platform would make it easier to integrate datasets in a privacy-safe way.