Plano-based Research Now SSI is changing the way data is collected and shared. With a new technology called the SamplePlus Meter, marketers, brand advertisers, and agencies now have access to a dataset that the company says encompasses 60 million people globally and a library of more 2,700 profile attributes.

The tool, created in partnership with global tech company RealityMine, could be used to collect data such as app usage—including social media and commerce sites—internet searches, in-app media access, and e-commerce activity that could provide insight into the decision behind a customers’ online purchase, the company said in a press release.

The rich well of data is derived from personal computers, tablets, and smartphones and compiled from Research Now SSI’s panel data. It is then integrated with third-party datasets to provide insights into how consumers research their purchasing decisions.

Sharing data with the SamplePlus Meter, the company said, is optional to digital consumers. If allowed, the meter technology passively monitors activity from various mobile devices.

“Behavioral data allows us to observe people’s natural interactions with websites and apps as well as their media consumption,” said Jared Schiers, SVP of Product Development at Research Now SSI. “Our partnership with RealityMine expands our ability to provide reliable high-quality data to marketers and advertisers so they can understand where and how consumers search. Armed with this information, they’ll know the consumer’s path to purchase and can refine their audience identification.”

Earlier this month, Research Now SSI announced it was also partnering with iSpot to collect TV ad analytics, creating a large TV viewership panel in the U.S. The company said this partnership will give brands and agencies more insight than ever before into the impact of their advertising.