Kantar Media Enhances Cross-Platform Ad Tracking

Kantar Media has unveiled a new cross-platform ad intelligence offering, including significantly enhanced digital monitoring to help advertising buyers and sellers analyze opportunities across channels in a more 'integrated and holistic manner'.

The new capabilities promise data for 'all key digital platforms', as well as what the firm calls 'legacy media channels', for millions of brands. The enhancements will be integrated with the firm's existing offers, starting with the US.

Kantar Media's digital monitoring now includes:

• mobile web and app
• online and cross-media video ('creative re-purposed between TV and online/streaming video')
• programmatic ad activity
• Facebook, Twitter and YouTube
• paid search, monitoring the top 250 keywords used by the top 20,000 search advertisers on Google and Bing
• display advertising across thousands of sites, with historical impression and spend data going back more than a decade
• tracking of digital coupons and apps; and
• local and geotargeted advertising.

These can be combined with tracking of ad expenditure, occurrence and creative for television, radio, magazine, newspaper and OOH, and compared using a common classification system.

Chairman and CEO Andy Brown (pictured) says the enhanced capabilities 'signal that the industry can no longer look at ad activity in a specific channel as a silo, or even digital ad activity as a silo. It has to be analyzed in a cross-platform integrated manner, and now media buyers and sellers have the tools to do so'.

Jane Clarke, MD and CEO of the Coalition for Innovative Media Measurement (CIMM) says the move reflects a world which is 'entering into a post-silo media channel era, where analysis for media buyer and seller alike needs to be not on what occurred within TV, or print or mobile, but what occurred synergistically in an integrated manner across all channels'.

Web site: www.kantarmedia.com .