"The scale and access to PopSugar's internal data and external data with Ipsos, was a combination that, if we get it right – and I think we're going to – can have a significant influence on marketers and agencies that want to learn more on how to reach women," McLoughlin said. "As PopSugar Insights develops, we expect to include more analytics from other vendors and researchers."
The debut of PopSugar Insights comes as the entertainment content company is trying other ways to expand its reach to marketers and consumers. Last week, it acquired a photo storage technology provider Pict. Billed as a way to create a virtual "storefront" for ecommerce marketers, Pict is being folded into PopSugar's main content site as well to the company’s ShopSense as an added service to its affiliate marketers.
And while PopSugar Insights tries to position itself as general font of marketing information about women, PopSugar itself has been working with data-management platform (DMP) BlueKai on research related to mobile data collection, particularly around cookie restrictions and geolocation.