Through the partnership, GWI is launching ‘GWI Audience Activation’, a service that will allow its customers to use GWI audience data to plan and activate digital campaigns, including segmenting and profiling audiences.

Dynata models GWI audience data to allow activation teams to select from data marketplaces, such as LiveRamp, and feed into platforms including Meta, TikTok, The Trade Desk and Google.

Chief executive and founder of GWI, Tom Smith, said: “Our customers tell us they want top quality, consistent, global audience data that can be used through the entire marketing process. And that’s exactly what this partnership is about – data that can be trusted and help really understand audiences, but also easily applied to fast-moving, digital campaigns.”

Becky Harris, Dynata’s vice-president of measurement and data solutions, added that the partnership would help Dynata’s clients to “optimise efficiency in their media buying”.