Kantar Named As Measurement Partner Within Google's New Marketing Platform Framework
Google has announced the certification of Kantar as a badged Measurement Partner.
The announcement, part of Google’s Marketing Platform overhaul, designates Kantar as an approved third-party measurement provider for brands looking to verify their media spend performance on Google owned platforms.
Kantar is approved globally to provide both Brand Lift Insights for evaluation of brand impact from campaigns incorporating media activity across all of the major digital platforms, as well as offline and TV, and for independent measurement of audience reach from campaigns on Google properties.
“Understanding and measuring digital advertising is foundational to cross platform campaign optimisation. With this partnership, Kantar is leading the way in providing advertisers with a trusted and independent view of brand delivery and impact of their advertising whenever Google is on the media plan,” says Eric Salama, CEO, Kantar.
Google Measurement Partners brings together new and existing partnerships with Google to offer brands a variety of options to measure their advertising media.
The program is launching with 20+ verified partners across seven specializations: viewability, reach, brand safety, brand lift, sales lift, app attribution, and marketing mix modeling.
Kantar was selected by Google as a Measurement Partner based upon a review of its product methodology, privacy practices and technical capabilities, and following a security audit. This is the first of several planned measurement integrations between Kantar and Google.
Kantar is the world’s leading data, insight, and consultancy company. Working together across the whole spectrum of research and consulting disciplines, its specialist brands, employing 30,000 people, provide inspirational insights and business strategies for clients in 100 countries. Kantar is part of WPP and its services are employed by over half of the Fortune Top 500 companies.