BIGtoken, an ethically-sourced identity, data, and insights creation platform, is set to merge with BritePool, an identity verification company for advertisers and publishers. Financial terms were not disclosed. “BIGtoken and BritePool are joining forces to provide marketers with privacy-focused identity solutions that benefit both consumers and advertisers. We believe the future belongs to companies that recognize that creating value for advertisers also means creating value for consumers. I am excited to build a company that is uniquely oriented towards the evolving marketing environment, and honored that the BIGtoken Board has placed such confidence in me,” David J. Moore, BritePool CEO and Co-Founder.