BIGtoken and BritePool Merge for Consumer Data Magic

BritePool, which does cookie-free ad targeting based on logged-in website visitors, has merged with BIGtoken, which pays consumers to complete surveys, polls, and other interactions on a mobile app. The combined firm will use BigToken’s detailed consumer profiles as the basis for lookalike models that select audiences from the much larger BritePool identity universe. It might not work but sure sounds clever.