Kantar and Placed to Link Ad Spend and Purchasing

Kantar has announced a partnership combining its ad and purchase data with measures of the impact of media on store visitation, produced by location analytics firm Placed.

Kantar's AdIntelligence data - which monitors ad expenditure from more than four million brands - and Shopcom purchasing data, covering 90% of all US households, will be merged with the partner firm's Placed Attribution service, based on analysis of location-based activity associated with 300 million smartphones. The result will allow advertisers to measure the effectiveness of their ad spend by linking ad exposure to store visits and actual product purchase and spending data.

Katie Casavant (pictured), CEO of Kantar Worldpanel Shopcom, comments: 'By adding Kantar's data assets to Placed Attribution, brands and advertisers can attribute all media to store visits and sales. Clients can now demonstrate the true ROI of their marketing spend from ad exposure to store visit and product purchased'.

Web sites: www.kantar.com and www.placed.com .