Google’s Audience Insights API aggregates anonymous signals from the web, search and YouTube to offer insights into browsing and shopping behaviours.

Through the partnership, Choreograph’s insights platform will have access to insights from Google’s API. The move will allow teams to identify aggregated Google audience segments based on their interests, search behaviour, shopping choices, and engagement with YouTube content.

GroupM said the partnership would boost its strategy, planning, and insight teams, and will allow it to create new demographic profiles and audience strategies.

Stephan Bruneau, product leader for insights and planning at GroupM said: “Better understanding the interests, habits, and needs of audiences is a constant request from clients and we now have industry leading tech to help them navigate this challenge.”