Kantar Firms Link with Double Verify for Digital ROI

Kantar companies Dynamic Logic and Compete have teamed up with online media viewability firm Double Verify to launch a tool called Advance, which combines exposure metrics and effectiveness measures in a unified reporting and optimization system.

Rather than being limited to basic measures of audience reached, the firms say the Advance platform has been developed to enable media planners to link attitudinal and behavioral data together, and incorporate brand, behavioral and sales impact data as inputs into their media placement decisions.

The new tool reports on the four main aspects of a campaign: audience target reached, ad viewability, brand impact and behavioral impact. It also offers a real-time analytics dashboard to provide planners with the ability to adjust campaigns 'in-flight', as well as a cost-analysis calculator to enable planners to input media costs and compare effective CPM and CPP (cost-per-point), viewable CPM rates, and cost-per-impact.

Additional benefits are the inclusion of customizable demographic and behavioral audience definitions to pinpoint reach within clients' most valued segments, and brand impact metrics that can be benchmarked against norms from thousands of other campaigns.

Yaakov Kimelfeld (pictured), Chief Research Officer at Compete, comments: 'While digital media is thought to be more measurable than traditional media, there have been blind spots preventing advertisers from really understanding their digital media ROI. Advance removes these blinds spots with a holistic tool that enables optimization focused not just on reach and impressions, but squarely on advertiser impact.'

Web sites: www.compete.com , www.dynamiclogic.com and www.doubleverify.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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