Pureprofile shuts Pure.amplify business in Australia; 14 employees impacted

Darcy Song

May 2, 2023 2:55

Data and insight company Pureprofile has closed its Pure.amplify business in Australia due to “incredibly challenging trading conditions”, with 14 employees across Australia and India impacted.

Pure.amplify is a programmatic advertising, media buying and audience insights business. Originally launched as Sparcmedia in 2009, Pure.amplify was acquired by Pureprofile in 2015 and relaunched in 2020.

The company posted its Q3 results for the financial year 2023 this morning, in which it was announced that Pure.amplify’s local operations will cease immediately. This came after the group closed the arm’s “non-profitable” UK operations last quarter.

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Darcy Song

Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.