Data and analytics group YouGov has launched YouGov Safe – a fully opt-in, GDPR- and CCPA-compliant, ethical cross-device tracker and data marketplace.

YouGov Safe will provide media owners, brands and agencies with a transparent view of consumers verified online behaviours and transactions, and reward consumers for choosing to share their data.

The product places the power over personal data directly in the hands of the consumer. It enables members to securely store data that companies, platforms and institutions hold on them, and then share it with selected third parties anonymously or on a case-by-case approval basis. Members receive points that count towards a cash payment every time they allow a new company to have an interaction with their data.

The first available output from the product is data from major international streaming platforms and services. Additionally, YouGov Safe can already provide online retail data and users’ browsing history. In the near future, this will expand to include banking, gaming and health data.

“For too long, consumers, brands, agencies and media owners have been let down by online behavioural and transaction data. YouGov Safe changes the game for everyone” said Head of YouGov Safe, Hamish Brocklebank.

Brocklebank continues: “For consumers, it is the opportunity to have the power over their personal data – deciding what to share, doing it in a secure way and getting value for it. For clients, YouGov Safe takes customer profiling to another level – understanding their audience’s full journey across devices – whether it is streaming, gaming, shopping, or other online activity – and connecting it to YouGov’s rich attitudinal data. YouGov Safe redefines the possibilities of connected customer data for both consumers and clients.”