Kantar Expands Capabilities with Programmatic Ad Data

Kantar Media has expanded its cross-platform ad intelligence capabilities with the addition of programmatic advertising data, initially available in the US and with roll-out planned for other key markets.

The expanded data will provide insight into digital ad buying channels, including mediator and deployment chain information for ad impressions, and spend for digital ads purchased on a programmatic basis. This covers millions of publisher pages on display, mobile and online video platforms, and puts programmatic data alongside the firm's media coverage to give clients a 360-degree view of brand activities.

North America CEO Manish Bhatia (pictured) comments: 'To reach today's consumers, media buyers and sellers must plan, execute and measure campaigns on a cross-platform basis. It's therefore imperative for them to have access to competitive ad intelligence that is holistic in its coverage and integrated in its analysis. The availability of programmatic data within our tools is not only a recognition of that need, but an indication of our commitment to advance our digital capabilities and our position as the only provider to offer a comprehensive approach'.

Web site: www.kantarmedia.com .