LUMOS adds Pureprofile research to audience platform

LUMOS has partnered with Pureprofile to add consumer research and sentiment data to its LUMOS ID audience platform, broadening the information available to marketers beyond behavioural data.

Under the agreement, Pureprofile's research, attitudinal and sentiment signals will be integrated into LUMOS ID, which draws on 110 million consumer profiles from more than 45 data partners. The combined dataset is designed to help marketers identify and segment audiences using both observed actions and research-based indicators.

LUMOS said this would help brands plan campaigns around not only what audiences have done, but also what they think, feel and consume. In travel, for example, a brand could identify consumers showing intent to travel internationally and tailor messaging around motivations such as sustainability, adventure or luxury.

The partnership comes as marketers increase their use of AI tools in campaign planning, activation and optimisation, while questions over the quality and breadth of the underlying data remain central. LUMOS is positioning the expanded dataset as part of an audience intelligence layer intended to support those decisions.

Eric Fan, Founder and Chief Executive Officer of LUMOS, said the partnership was aimed at filling a gap in marketers' data.

"What marketers have had in abundance is data on what people do," Fan said. "What has been harder to unify is why they do it, what they care about and how they consume information. Adding Pureprofile's consumer research and sentiment data helps close that gap. It gives marketers a better basis for planning against motivations as well as behaviour."

Pureprofile said its contribution is based on aggregated consumer insights and does not use personally identifiable panel member data to train LUMOS's AI models. The point addresses a key concern in the advertising and data sector as companies seek to combine AI systems with large consumer datasets while maintaining privacy safeguards.

Data layers

LUMOS said its platform combines several types of information into what it describes as a single audience graph. Alongside behavioural data, it has added further layers including inferred audience insights, transaction and spending information from Mastercard, and now consumer intelligence from Pureprofile.

The Mastercard arrangement, announced earlier, brought transaction insights and consumer spending behaviour into the platform. With the latest addition, LUMOS is seeking to give marketers and agencies a more connected view of audience behaviour, preferences and media habits across channels.

That approach reflects a broader market shift towards combining multiple data sources rather than relying on a single provider. In advertising, brands are under pressure to improve targeting and measurement while also managing changes in privacy standards, signal loss and the growing role of automated decision-making in media buying.

Pureprofile framed the partnership as an extension of its focus on first-party research and panel-based consumer data, pointing to growing demand for datasets that reflect direct consumer views rather than inferred patterns alone.

Ivan Chen, Head of Sales - Data & Insights at Pureprofile, said the arrangement highlighted the role of consumer perspective in AI-led marketing systems.

"Pureprofile has always been committed to helping organisations better understand people through trusted research, quality first-party data and one of Australia's leading consumer panels," Chen said. "In a world increasingly shaped by AI, the ability to connect with and learn from real people has never been more important. First-party data provides the human insight organisations need to understand changing attitudes, behaviours and expectations, helping ensure technology-driven decisions remain grounded in the people they are designed to serve. Our collaboration with LUMOS reflects the growing value of bringing trusted consumer perspectives into audience intelligence, helping marketers make more informed, relevant and responsible decisions."

Market push

LUMOS works with media owners, retail networks, agencies and advertisers across the Asia-Pacific region, with a particular focus on giving smaller and mid-sized businesses access to audience insight tools. By expanding the mix of data available through LUMOS ID, it is seeking to strengthen its position in a market where advertisers want a single foundation for audience discovery, planning, activation and attribution.

The latest agreement also adds to a broader build-out of strategic data partnerships across commerce, identity, media, location and measurement. The aim is to deepen the information attached to each audience profile and create a more unified view for campaign planning and analysis.

As AI becomes more embedded in how brands plan and measure campaigns, audience data providers are under pressure to demonstrate not only scale but also transparency over what their models draw on. LUMOS said LUMOS ID currently uses 110 million consumer profiles from more than 45 data partners.