The company’s News Connect will offer consumers access to premium content in exchange for answering questions designed to help News Corp create and develop deeper consumer profiles.
Pureprofile connects brands with customers across the world by finding, understanding and engaging them through direct-to-consumer technology platforms.
Importantly, News Connect enables improved audience targeting for News Corp’s clients.
Pureprofile already has a blue-chip client base, including Commonwealth Bank, Disney and Audi.
The next generation of News Connect will allow Pureprofile to further develop its audience profiling technology to deliver across the publishing value chain.
The creation of improved reader profiling experiences and dashboards are expected to help News Corp gain a better understanding of the commercial value of readers.
Significantly, the contract will include an ongoing SaaS (Software as a Service) licence fees, technology development fees and a revenue sharing agreement.
Pureprofile’s shares closed 5% higher on Wednesday, at $0.325.