Dynata+ Puts Control of First-Party Data Directly into Marketers' Hands

WESTPORT, Conn. – June 30, 2026 – In a significant move to reshape the data and insights industry, Dynata today launched Dynata+, a self-service platform designed to give businesses direct, real-time access to its vast repository of high-quality, first-party data. The launch signals a strategic pivot for the industry giant, moving from a primarily managed-service model to one that empowers clients with speed, control, and transparency in an increasingly complex digital economy.

The new platform is not merely a new tool; it represents a fundamental shift in how market intelligence is accessed and activated. For years, obtaining reliable consumer data for surveys or campaign measurement has been a cumbersome process, often requiring lengthy negotiations, opaque pricing, and significant lead times. Dynata+ aims to dismantle these barriers, allowing users to assess project feasibility, receive transparent pricing, and launch studies in minutes, using a credit card or enterprise account. This democratization of data access could fundamentally alter the competitive landscape for businesses of all sizes.

A New Era of Agility in Market Research

At its core, Dynata+ is built on two initial product offerings: Dynata+ Sample and Dynata+ Brand Lift. The Sample product provides on-demand access to the company’s massive global panel of 70 million permissioned consumers and business professionals across 82 countries. The platform’s streamlined workflow allows a marketing manager or data analyst to move from an initial idea to a live survey in a single session, a process that traditionally could take days or weeks.

This newfound agility is critical in a business environment that demands rapid decision-making. "The ability to test a hypothesis, get a pulse on consumer sentiment, or validate a product concept in near real-time is a game-changer," noted one industry analyst. "It lowers the barrier to entry for sophisticated research, allowing smaller and mid-sized companies to compete on insights, not just budget." The platform's built-in feasibility tools and transparent pricing remove the guesswork, providing a level of predictability that has long been absent from the research procurement process.

While the self-service model is the headline feature, Dynata has been careful to structure a hybrid approach. The company will continue to offer its traditional managed services for more complex, consultative research projects, with proposals for these services now accessible through the same Dynata+ portal. This creates a flexible ecosystem where clients can choose between self-serve efficiency and expert support, depending on the project's complexity.

Building Trust in a Privacy-First World

Perhaps the most significant aspect of the Dynata+ launch is its strategic foundation on trust and transparency. In an era defined by the deprecation of third-party cookies and heightened consumer awareness around data privacy, the platform’s reliance on a "fully permissioned global data asset" is a powerful differentiator. Every data point comes from individuals who have explicitly opted in, a stark contrast to the often-murky origins of third-party data.

This commitment to ethical data is more than just a marketing claim. Dynata is notably the only first-party data provider to have earned Neutronian's NQI Data Quality certification, a rigorous third-party audit that validates data quality and privacy compliance. By building Dynata+ on this certified, permission-based framework, the company is directly addressing the market's growing demand for data sources that are not only effective but also ethical and compliant with regulations like GDPR and CCPA.

"Innovation starts with the strength of our data," said Deirdre Thomas, Dynata’s Chief Product Officer. "Dynata+ is a new way for clients to access that power—bringing our industry-leading first-party data, products, and capabilities into a single platform that is faster, more flexible, and easier to use. It's about putting control directly in our clients' hands while maintaining the quality, transparency, and trust we are known for." This focus on quality is reinforced by AI-powered fraud detection and multi-layered verification systems that ensure the integrity of the insights derived from the platform.

Redefining ROI with Cross-Channel Measurement

Beyond survey sampling, Dynata+ is making a bold play in the complex world of advertising measurement with its Brand Lift product. As media consumption fragments across linear TV, connected TV (CTV), and countless digital channels, marketers have struggled to get a unified view of campaign effectiveness. Dynata+ Brand Lift tackles this head-on, offering a single tool to measure impact across this fragmented landscape.

The key innovation lies in its use of "deterministic first-party data" to identify ad exposure at an individual level. This allows advertisers to move beyond probabilistic models and understand precisely who saw their ads and how it influenced their brand perception. Crucially, the platform provides a real-time dashboard, enabling marketers to monitor performance and optimize campaigns while they are still in flight. This ability to make data-driven adjustments mid-campaign, rather than waiting for a post-mortem report, is a direct path to maximizing return on investment.

For advertisers, this means being able to answer critical questions with confidence: Is the creative resonating? Is the media mix effective? Is the campaign driving a measurable lift in awareness, consideration, or purchase intent? By providing these answers quickly and clearly, Dynata+ Brand Lift empowers marketers to justify their spending and prove the value of their strategies to the C-suite.

The Vision for an Integrated Future

The launch of Dynata+ is just the beginning. The company has announced a roadmap for the second half of 2026 and beyond, with plans to introduce additional products and capabilities. The ultimate vision is to evolve Dynata+ into a comprehensive, end-to-end destination for data, insights, activation, and measurement. This aligns with a broader industry trend toward integrated platforms that break down the silos between market research, advertising technology, and marketing execution.

This strategic direction is built upon a series of moves over the past two years, including achieving ISO 20252 certification for research quality and expanding partnerships to enhance identity resolution and media activation. By connecting the dots from data collection and enrichment to audience activation and impact measurement, Dynata is positioning its new platform as the central nervous system for data-driven organizations. As businesses navigate an increasingly volatile economy, the ability to access reliable insights with speed and confidence is no longer a luxury, but a fundamental requirement for survival and growth.