Kantar and Blockgraph in Convergent TV Measurement Deal

In New York, Kantar has partnered with data-driven TV ad firm Blockgraph, to advance convergent TV measurement capabilities through privacy-first technology.

Convergent TV is defined as the merging of digital audience targeting techniques with linear TV content into one ecosystem, that aims to get rid of the open market of ad buying and selling. The new partnership is based on Blockgraph's Identity Operating System (IDoS), which allows for direct matching between Kantar's panel and client data sets. According to the partners, since the Blockgraph integration, Kantar match rates with TV partners have increased more than ten times.

With this expansion of addressable TV recruitment capabilities, the firms say that marketers will be able to measure and understand the impact of TV media campaigns of all sizes. Jed Meyer (pictured), Kantar's SVP and North America Media Domain Leader, comments: 'We couldn't be happier to be working alongside Blockgraph to advance the future of convergent measurement and data privacy. Through our partnership, we are helping marketers and advertisers get greater clarity, visibility, and control in how their marketing dollars are creating impact across their multiscreen campaigns.'

Web sites: www.blockgraph.co and www.kantar.com .