Pureprofile buys Effective Measure’s local contracts and consumer behavioural data

February 25, 2016 12:38

Plant: Effective Measure will focus on on the Middle East and African markets.

Survey and technology company Pureprofile has bought the local client and publisher contracts and consumer behavioural data from measurement firm Effective Measure.

The move comes as Effective Measure signals it will focus on the Middle East and Africa and will therefore hand over its Australian and New Zealand clients, including Australia Post, Roy Morgan and Mamamia. It also has relationships with some 60 online publishers, including The Economist and Groupon Australia.

Graham Plant, CEO of Effective Measure, said, in a statement: “With Effective Measure’s future focus primarily on the Middle East and African markets, where it is the established leader in audience measurement, it made perfect sense to sell the Effective Measure Oceania assets to Pureprofile.”
“The Pureprofile team have been very impressive and I am confident that our clients will be pleased with what Pureprofile can offer their business.”
Pureprofile said the local assets of Effective Measure were complementary to its current data insights and programmatic media businesses.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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