The acquisition will support Ackwest’s expansion of its first-party data tools portfolio, and will allow Toluna to scale and enhance its core business.

As part of the deal, the Precision Sample team will remain in place, with the company acting as an independent brand within Ackwest Group.

Precision Sample was founded in 2009 by chief executive officer Don Golden and chief technology officer Partha Pudhota.

Keith Price, co-founder and managing partner at Ackwest, said: “Incorporating Precision Sample’s technology and deep expertise into our first-party data ecosystem strengthens our ability to provide clients with verified audiences and actionable insights from proprietary data sources, furthering our vision to deliver uncorrupted, unbiased and human-verified data.”

Don Golden added: “We are excited to become part of the Ackwest Group as it enables us to scale our capabilities and extend our reach, ensuring our customers will continue to receive the high-quality sample and service they have come to expect.”

Frederic-Charles Petit, chief executive officer at Toluna, said: “It has been a pleasure working with Don, Partha, and the Ackwest team to ensure the best outcome for all parties.

“This transaction reflects Toluna’s strategic focus on accelerating our enterprise growth while maintaining our commitment to providing brands and agencies with unparalleled access to high-quality data and actionable insights through our industry-leading global panel, technology and solutions.”