Now data from Profiles – YouGov’s connected data set for audience profiling and segmentation – can be combined with diarised insight from cross-media behaviour identified on TouchPoints.

The new research tool will mean users can identify their target audience with Profiles rich data set, through TouchPoint’s seven-day diarised behavioural insight across location, people, activities, media, emotion and mood for better media campaign planning.

Andy Morris, chief innovation officer at YouGov said: "The combination of connected data from YouGov Profiles with diarised cross media behaviour from TouchPoints will enable clients to find and buy their ideal audiences using one unprecedented data set."

Dan Flynn of the IPA added: "More and more agencies are using YouGov Profiles data in the planning process, so at the request of our member agencies, the IPA commissioned fusion experts RSMB to integrate Profiles data into the TouchPoints data-set."