Kantar's LIFT Express Now Available in The Trade Desk

Kantar has expanded its LIFT Express solution, which aims to provide a real-time measure of the true impact of a campaign on both short and long-term brand equity growth. The solution is now available directly within The Trade Desk ad management platform for those running campaigns in the USA.

Kantar says this constitutes its first self-serve, tag-based integration. The Trade Desk integration provides real-time intelligence for in-flight measurement and optimisation of digital campaigns, as well as daily performance signals and post-campaign insights covering metrics like awareness, favourability, purchase intent, and Kantar's proprietary 'Meaningful, Different and Salient' measures, which have been validated by the Marketing Accountability Standards Board (MASB).

The solution, which the firm plans to roll out globally. also provides granular analytics, indicating which campaign elements (frequency, ad groups, creative performance or audience attributes) are shaping brand impact.

'Advertisers need more than speed,' says Greg Friend (pictured), SVP, Head of Global Media Product. 'They need meaningful, connected signals that translate digital investment into confident brand building decisions. By turning fragmented data into clear intelligence, this integration shows how media is truly driving value for brands.' Jordan Shlachter, GM of Data Partnerships at The Trade Desk, comments: 'Advertisers increasingly want independent, transparent measurement that fits seamlessly into their existing media workflows. With Kantar's LIFT Express available on our platform, we are expanding the range of brand measurement options available to clients to help them evaluate campaign impact more quickly. With access to timely brand signals while campaigns are running, advertisers can smoothly optimise in flight, helping them make more informed decisions within established media planning workflows.'

The firms are online at www.kantar.com and www.thetradedesk.com .

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