The YouGov Profiles information will complement Dentsu’s Consumer Connection System (CCS), its suite of insight, research and planning tools available in 50 markets to its agencies including Carat and Vizeum.

Dentsu’s initial two year Profiles licence includes integrated access through Nielsen’s IMS platform.

Alison Drummond, head of insight and analytics at Carat, said: “Because of the depth of data YouGov Profiles provides and the speed with which it can be augmented, we are already able to build planning segments for our clients that were not possible before, which will give us a greater ability to drive return on marketing investment for our clients.”

Ben Leet, UK general manager at YouGov: “Many agencies have been using YouGov Profiles as a supplementary platform for some time now, and our new relationship with Dentsu Aegis Network is testimony to our hard work, and our belief in a better way to both collect and connect the data that is vital in today’s media planning landscape.”