VisualDNA has partnered with academic institutions and a team of psychologists to build audience profiles, built using responses to gamified personality quizzes.

According to the announcement, the agreement means that Tapad clients will have access to around 500 million new audience profiles for cross-device targeting.

“Deep consumer understanding, regardless of device or channel, is a crucial piece of the ever-changing marketing equation,” said Jim Hodgkins, managing director of Marketing Services at VisualDNA. “By partnering with Tapad, the leaders in cross-device, we’re delivering a true understanding of consumer behaviour within an actionable platform, giving marketers a way to strategically reach their most relevant audience.”