Circana Audience Targeting vs YouGov Profiles

Circana Audience Targeting9.1Visit YouGov Profiles7.9Visit

Higher score Circana Audience Targeting #2 in Audience Intelligence Platforms 9.1/10 Pricing on request ✓ 1 of 2 features Contact Circana

vs

YouGov Profiles #8 in Audience Intelligence Platforms 7.9/10 Pricing on request ✓ 2 of 2 features Visit YouGov

• Circana Audience Targeting fits best

  Purchase-based audience targeting and optimization

• YouGov Profiles fits best

  Global panel-based audience profiling

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Side by side

Feature	Circana Audience Targeting 9.1/10 Visit ↗	YouGov Profiles 7.9/10 Visit ↗
At a glance
Editor score	9.1	7.9
Ranking	#2 in Audience Intelligence Platforms	#8 in Audience Intelligence Platforms
Best for	Purchase-based audience targeting and optimization	Global panel-based audience profiling
Pricing model	Paid	Paid
Starting price	Pricing on request	Pricing on request
Free plan	Not checked yet	Not checked yet
Free trial	—	—
Deployment	Cloud	Cloud
Integrations	20+ integrations	6 integrations
Built for	Mid-market, Enterprise	Small business, Mid-market, Enterprise
Features Circana Audience Targeting 1/2 · YouGov Profiles 2/2
Audience segmentation	✓	✓
API access	Not checked yet	✓ (best)
Specs
Audience data sources	Loyalty card purchases; receipt-capture panels; viewership; eating behavior; POS-verified purchase data	YouGov panel data; demographic; psychographic; attitudinal; behavioral; brand usage and perception; media consumption; hobbies and interests; purchase behavior
Geographic coverage	Up to 96% of U.S. households	49 markets worldwide
Historical data	Not checked yet	Not checked yet
Export formats	Not checked yet	Not checked yet
Our review
Pros	Build custom segments from loyalty-card and POS-verified purchase data Size audience scale and composition before activation Refine audiences based on campaign performance	Profiles audiences across millions of data variables, refreshed weekly Compares groups across markets and time periods in customizable dashboards Delivers audiences to Google DV360, Meta, and The Trade Desk
Cons	Pricing requires contacting Circana or booking a demo Coverage is focused on U.S. households Its core approach centers on purchase and related consumer data	Pricing is available through sales rather than published plans Audience profiles rely on YouGov panel data Its many data dimensions may exceed the needs of teams seeking simple audience snapshots
Our verdict	Circana Audience Targeting helps brands, retailers, manufacturers and agencies build and activate audience segments using verified consumer purchase, viewership and behavioral data. It supports off-the-shelf and custom audiences, including… Read the review →	YouGov Profiles helps brands, agencies, and other organizations understand and reach consumer groups using data from YouGov’s panel. Audience filters cover demographic, psychographic, attitudinal, behavioral, brand, and media-consumption… Read the review →

Strengths and trade-offs

• Circana Audience Targeting — where it wins

  • Build custom segments from loyalty-card and POS-verified purchase data
  • Size audience scale and composition before activation
  • Refine audiences based on campaign performance

  Where it doesn't

  • Pricing requires contacting Circana or booking a demo
  • Coverage is focused on U.S. households
  • Its core approach centers on purchase and related consumer data

• YouGov Profiles — where it wins

  • Profiles audiences across millions of data variables, refreshed weekly
  • Compares groups across markets and time periods in customizable dashboards
  • Delivers audiences to Google DV360, Meta, and The Trade Desk

  Where it doesn't

  • Pricing is available through sales rather than published plans
  • Audience profiles rely on YouGov panel data
  • Its many data dimensions may exceed the needs of teams seeking simple audience snapshots

• Circana Audience Targeting9.1/10 · Pricing on request

  Build and refine audiences from verified purchase, viewership and behavioral data.

  Contact CircanaFull verdict →
• YouGov Profiles7.9/10 · Pricing on request

  A global panel-based audience research tool with dashboards, comparisons, and activation options.

  Visit YouGovFull verdict →