The result is a suite of tools for marketers and data scientists to use to discover, licence raw data, create custom data strategies, access analytics and integrate data into all platforms and applications.

"For the data economy to have less friction, marketers and publishers need to operationalise their data strategies as efficiently as possible, without giving up strategic control," said founder and CEO of Narrative, Nick Jordan. "By integrating Inscape's Smart TV data, we are rounding out our full spectrum data marketplace and giving marketers access to more precise data sets."

Narrative's platform consists of two software products, Acquire and Distribute, as well as a raw data marketplace, to create an end-to-end data acquisition and distribution offering.

"Plain and simple, Narrative makes data monetisation and acquisition more efficient by bridging the gap between first- and third-party data without compromising consumer privacy," said Greg Hampton, VP, business development, Inscape.