Kantar Introduces New First-Party Data Services for Marketers

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Kantar recently announced that it will be releasing a new set of services for marketers. These new set of services have been designed to allow direct integration of their own first-party data with TGI consumer data. This will help marketers improve audience profiling for campaign planning and digital media activation.

Kantar Introduces New First-Party Data Services for Marketers

Kantar Introduces New First-Party Data Services for Marketers

As we know media agencies, owners, brands and marketers are constantly turning to data. They use data to help them better understand consumer’s behaviours. Media agencies, owners, brands and marketers benefit from being able to marry all the available data to the best effect. Kantar’s new set of services will help marketers better marry all the available data to the best effect. Kantar plans to roll out the new set of services throughout the remaining part of the year. These new set of services have been built upon Kantar’s own proprietary database to provide the requisite scale.

Kantar Speaks on Its New Sets of Services

Mark Inskip, the chief exec, media division of UK and Ireland spoke about the new sets of services. He stated that through these new services, marketers can benefit from a deep and consistent understanding of their target groups, including connections to clients’ own data. Inskip stated that it will help them better profile and target specific audiences. They will be able to achieve a level of campaign planning and activation far beyond what has previously been possible.

About Kantar

It was founded in 1993 and is a data, insights and consulting company.  They have several research disciplines which include social media monitoring, advertising effectiveness, consumer and shopper behaviour and public opinion. The organization is part of WPP and its global headquarters are in London, UK. According to some sources, WPP is understood to be close to selling its majority stake in Kantar to Bain Capital after entering into exclusive discussions with the private investment firm.

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