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Kantar Worldpanel in Facebook Ad Assessment Deal
Shopper behaviour division Kantar Worldpanel has formed a global partnership with Facebook, integrating the latter's data on mobile ad exposure data with the former's Consumer Mix Model (CMM) service.
The partnership is part of a wider alliance between Facebook and WPP's Data Alliance practice, focused on data-driven personalization solutions and announced in April 2015.
CMM will now combine Facebook's mobile ad exposure data, desktop viewing data and the research firm's continuous CPG purchase data, to assess the effectiveness of clients' cross-media advertising campaigns.
Facebook in April announced that its advertising revenue had grown 57% to $5.2bn in the first quarter of 2016 - the new partnership will allow advertisers to understand the real impact of these ad campaigns on sales. The new service is available in the UK, France, Spain, Portugal, Brazil, India, South Korea and Taiwan, with more Asian and Latin American countries to follow during the remainder of the year.
Kantar Worldpanel CEO Josep Montserrat says the deal allows his team 'to build a solid understanding of how advertising works and the role that Facebook plays in a wider campaign context'.
Patrick Harris, Director of Global Agency Development at Facebook, says strong partnerships with agency partners are 'key to providing advertisers with the tools they need to measure true business value on Facebook', and adds: 'We are excited to help inform Kantar Worldpanel's Consumer Mix Model solution by bringing in our mobile ad exposure data in a privacy-safe way'.
Web site: www.kantarworldpanel.com .
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