YouGov and RealityMine partner on behavioural data

The three-year deal will add data on consumers’ video usage on mobiles, tablets, PCs and apps to YouGov’s segmentation and media planning tool Profiles.

Media planners using the tool will be able to target users of Netflix and Amazon Prime Video based on viewing behaviour and the service will include insights on the impact of subscription video on-demand on audiences and distribution channels.

Andy Morris, chief innovation officer at YouGov, said the partnership would bring “greater granularity and accuracy” to multi-channel data sets.