New YouGov platform will aim to enhance data protection and ad targeting

YouGov is launching a new tool that could offer consumers improved data protection and help businesses unlock more effectively targeted advertising.

The international market research and data analytics firm today (February 12) announced YouGov Direct, its new digital ad platform.

According to YouGov, consumers currently have little control over their data, while ineffective ad targeting has a negative impact on both brands and publishers.

The firm said YouGov Direct will allow users to select which personal attributes they want to make available to third parties while otherwise remaining anonymous.

As an example, the company said a user might want to share information about their favourite hobbies while withholding data relating to health history.

Users will earn rewards in exchange for sharing their data.

For advertisers, brands and publishers, YouGov said the platform will offer access to known audience attributes to improve targeting and campaign performance.

Being blockchain based, YouGov Direct’s verifiable transaction record will confirm that ads are reaching actual humans, rather than bots.

It will also support businesses as they look to meet the requirements of the forthcoming EU General Data Protection Regulation, or GDPR.

YouGov expects to launch the platform during the 2019/20 financial year.

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