NEWS12 February 2018

YouGov to launch digital ad platform

GDPR Innovations Media News Privacy Technology UK

UK – Market research business YouGov has announced it is developing a new digital advertising platform, YouGov Direct, to improve consumer data protection and ad targeting. 

The platform will use blockchain technology to verify the data exchange between consumers and advertisers. New and existing panellists using the platform will be able to choose which personal attributes to share with third parties and will earn additional rewards in exchange for sharing their data.

Advertisers, brands and publishers using the platform will gain access to known audience attributes that can be used for ad targeting.

The platform is expected to launch to customers during 2019.

According to YouGov, the platform is intended to provide a “transparent and verifiable record of transactions” that will provide reassurance for advertisers and prevent fake bot views. The company says the platform will also help businesses to meet the requirements of the forthcoming General Data Protection Regulation (GDPR), which comes into force from 25 May 2018.