Australian-first Brand Lift study uses direct data integrations to assess advertising impact on brand metrics

Sydney: Kantar’s new cookieless effectiveness measurement solution – developed under Kantar’s Project Moonshot initiative – has been integrated into Connected TV and Podcast Brand Lift studies establishing direct data integrations to assess advertising impact on key brand metrics. It’s the first Podcast implementation of the industry’s most advanced independent platform for measuring advertising effectiveness and has already been used to measure effectiveness of campaigns across Connected TV and other digital platforms in Australia.

Kantar’s direct integration solution allows publishers and advertisers to gather insights based on exposure data from permissioned panellists in an anonymised and privacy-compliant way. Kantar’s proprietary approach uses deterministic exposure data from partner publishers combined with probabilistic approaches to convert household data (e.g. for a Connected TV device) to an individual person exposure.

Mark Henning, Kantar Australia’s Executive Director of Media and Digital says that Kantar’s innovative new solution is playing a vital and leading role in ensuring continuity of measurement services in the impending post-cookie world.

“This all shows that the digital ad world is getting tougher to target and measure. In the cookieless world, passive and deterministic data alone are no longer sufficiently comprehensive for effectiveness measurement across all digital platforms. Leveraging both permissioned deterministic and probabilistic approaches in a hybrid capacity provides the most reliable and cost-effective way to capture a complete picture of campaign performance and a deeper well for divining useful insights.”

“Using a range of integration approaches depending on publisher capabilities, we can match the Kantar Profiles Network panellists directly with publisher ecosystem users in a privacy compliant way,” adds Henning.

“This enables us to ingest campaign level exposure data for matched panellists/publisher users without cookies, then consolidate and reconcile exposure data across publishers and platforms to provide a holistic picture of Brand Lift performance. It gives us something powerful to connect with technology back to individuals in a faster, more scalable and streamlined way.”

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Brand Lift Insights: Kantar’s Brand Lift Insights is the world’s leading ad effectiveness measurement solution, with a normative database of more than 25,000 digital campaigns. It helps help brands optimise their entire digital campaign in-flight to maximise brand effectiveness, benchmark results against the industry and understand impact over time as campaign frequency builds.

Project Moonshot:

Kantar’s Project Moonshot is the first advertising industry initiative to establish direct data integrations with the world’s major digital publishers and apps and provides advertisers with cookieless and privacy-centric methodologies to measure ad effectiveness.