As the second-most crucial shopping season, back-to-school time attracts big marketing dollars. Last year, the period saw $251 million in advertising spending, up 12% from 2015, according to Kantar Media.
Brands want to know where, when and how often their competitors' ads run. And they want to tie the information to the way they buy media using a variety of data. These are issues that engineers at Kantar Media have been working hard to solve, said Manish Bhatia, CEO of North America at Kantar Media, a WPP company.
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