Kantar Expands YouTube Ad Effectiveness Measure

Kantar has expanded its YouTube measurement services, allowing marketers to assess ad effectiveness in both single channel and multi-channel campaigns.

Last year, Kantar joined Google's Ads Data Hub (ADH), enabling clients to assess YouTube ad performance across all devices and platforms, without the use of pixels. The latest extension brings YouTube into Kantar's CrossMedia Brand Lift solution, which evaluates marketing campaigns by isolating the impact of each channel on brand success, and measures how channels interact.

Kantar's Direct Integrations platform measures digital ad effectiveness without the use of cookies and is the foundation for Brand Lift Insights - which comprises a normative database of more than 28,000 digital campaigns and 1,100 cross-media campaigns - as well as other Kantar measurement products. The platform enables users to establish direct data integrations with partners and assess ad impact on brand and sales outcomes, using explicitly consenting audiences.

CEO North America Will Bordelon (pictured) comments: 'This new set of data capabilities will enable Kantar to better serve advertisers as the demand for more insightful and more comprehensive cross-publisher ad effectiveness measurement. Advertisers are more empowered than ever with this level of insight, allowing them to better justify their advertising budgets using proven third-party effectiveness measurement and cookieless solutions'.

Web site: www.kantar.com .