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

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

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.

The company which is known for its survey and technology offering intends to work with existing and new publishers to help them monetise a database of consumer profiles to help them gain deeper insights and stronger plus programmatic capabilities to help increase their revenues.

Chan: This acquisition allows us to accelerate our offering.

Chan: This acquisition allows us to accelerate our offering.

Pureprofile CEO Paul Chan said: “Effective Measure’s business and data management capabilities, and its excellent client base and publisher reach, will accelerate our strategic growth initiatives.

“We have acquired customers and new technologies that allow us to significantly scale our big data technology products.”

“This acquisition allows us to accelerate our market-leading and technology-driven offering, and deliver products that benefit consumers and publishers by providing them with scalable insights to increase advertising effectiveness and revenues.”

Pureprofile today posted a 62% lift in half yearly revenues which rose to $14.9m and gross profit was also up to $7.8m however its net profit was a loss of $800,000 with the company blaming one off costs around its IPO and its acquisition of Sparc Media.

As of 12pm today its share price was $0.45 down 4.26% on its opening.

Nic Christensen


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