The new Audience Activation feature will see YouGov add functionality to YouGov Profiles to link it with YouGov Audience Data.

YouGov Audience Data, which was set up in 2019, is used to target advertising at audiences and allows media buyers to implement strategies to boost click through rates, drive awareness and improve return on marketing investment.

Integration of audience data is one of a string of planned additions to YouGov Profiles, with an artificial intelligence search function for the platform in development.

Doerthe Jans, director of audience data at YouGov, said: “In the first week of the activation functionality going live, we have had an unprecedented response, piquing the interest of multiple clients across the globe and a host of orders. 

“YouGov Audience Data is a proven solution in the market, having powered tens of thousands of campaigns since its launch, and we look forward to its increasing success.”

Marc Ryan, chief product officer at YouGov, added: “YouGov is committed to having the best quality data available and ensuring that clients have the tools to make use if it easily. Audience Activation is the latest example of this.

“Our focus remains on innovation with more to come including AI-powered features such as search that put even greater power into the hands of our clients.”