WPP Firms Partner to Enhance Ad Optimization Tool

Kantar's web analytics firm Compete and WPP's Media Innovation Group (MIG) have linked up to enhance the latter's B3 ad optimization product through the addition of the former's online consumer data.

The firms say this will deliver 'precise audience targeting' by providing a customized inventory of the most effective online properties for a given consumer segment.

Agencies can then buy media directly through MIG's ad platform, and subsequently measure, optimize and track campaign performance using a combination of Compete and MIG data.

The partners say the enhanced B3 offering will provide a custom ad marketplace for every media plan, mapped to each brand's unique business, marketing and sales objectives; and will offer audience-centric segmentation that is uniquely suited to each campaign based on feedback from Compete's consumer panel.

'Whether advertisers are targeting based on lifestyle or purchase intent, or want to unlock the power of their own customer segmentation schemas in their media plans, they can now confidently and systematically track performance throughout a campaign's lifecycle,' said Stephen DiMarco, CMO at Compete. 'We're giving online advertisers a way to plan, control and measure campaign effectiveness with precision instead of guesswork.'

Web sites: www.compete.com and www.themig.com .