RealityMine

About RealityMine

RealityMine operates as a technology firm specializing in passive research into consumer behavior, with its headquarters in Manchester, England. The company was established in April 2012 by Garry Partington, a veteran in the mobile industry, and Rolfe Swinton, an expert in market research. Their goal was to address the significant gap in understanding what consumers actually do on their mobile devices. Garry Partington's background includes a Bachelor of Science in Computer Science from Lancaster University and roles such as CEO of Panaram Ltd and CTO of EMCC Software, bringing extensive technology and mobile expertise to the venture. Prior to RealityMine, Rolfe Swinton had a background in market research. The company's journey began with 5 employees in 2012, growing to 75 by 2015. A significant milestone was the acquisition of Media Behaviour Insights' assets in December 2013, which included the USA TouchPoints brand. This acquisition integrated an e-diary mobile app for recording media behavior, enhancing RealityMine's data collection capabilities. The company has secured a total of $20.7 million in funding over three rounds, including a Series B round of $17.2 million in December 2015.

The core of RealityMine's business is providing technology that enables market research and media organizations to monitor real consumers across multiple devices and platforms. This service provides clients, which include major global market research firms and brands in media, technology, and consumer goods, with unique insights derived from real-life consumer behavior. The business model centers on providing these technology solutions to partners who then use the collected data to generate insights for their end clients. RealityMine makes money by equipping these clients with its advanced passive metering solutions. Its services are live in numerous countries across five continents.

RealityMine's flagship product is the "RealityMeter," a passive metering technology that can be deployed on Android, iOS, and desktop platforms. This software, installed with user permission, captures behavioral data such as websites visited, apps used, and in-app activity, including specific content consumed on streaming services. A key feature is its ability to provide a comprehensive view of digital device utilization by tracking web, search, streaming media, and app usage. In 2023, the company launched RealityMine Connect, a product that delivers verified, single-source, user-level measurement of streaming content consumption across all connected devices, including CTV. This addresses a critical gap for streaming platforms and studios by providing a complete understanding of audience behavior beyond first-party data. The platform is designed with a strong emphasis on privacy and is GDPR-compliant. It allows for granular analysis of the full-funnel shopping journey, from product discovery to checkout, and helps measure the impact of social media and advertising efforts.