Founded in 2013, London-based Rezonence is the developer of an advertising format that offers users access to premium content in exchange for responding to interactive adverts or taking part in a survey. 

The tool is bought and sold on a cost per engagement model, with publishers paid once a user has interacted with an advert or completed a survey.

The terms of the acquisition are undisclosed but the deal will expand YouGov’s data collection, advertising activation and partnerships with publishers.

Rezonence founder and chief executive Prash Naidu will join YouGov as part of the deal to aid the technological integration.

The acquisition is YouGov’s fourth this year, after buying Canadian sports research business Charlton Insights, open banking startup Lean App and Australian data insights consultancy Faster Horses. 

Stephan Shakespeare, chief executive and co-founder, YouGov (pictured), said: “Bringing Rezonence into the YouGov fold is a major step forward in our development from being an audience insights platform to also being an audience activation platform.

“The ability to engage consumers as they go about their lives online not only means clients can reach them en masse but they can do so ethically and efficiently.” 

Prash Naidu, chief executive and founder of Rezonence, added: “By creating and deploying data in a zero-part frame, Rezonance’s technology creates an explicit deal with the individual to share opinions in return for a benefit and control over their data.”