MANILA — Research firm Kantar Media said it was designated by Google as a third-party measurement provider to help brands verify their spending on platforms owned by the US internet behemoth….
Kantar said it could evaluate the impact of campaigns on all major digital platforms, offline and television and for independent measurement of audience reach from campaigns on Google properties.
“Understanding and measuring digital advertising is foundational to cross platform campaign optimization,” Kantar CEO Eric Salama said in a statement on Aug. 6.
“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,” he said.
The Google Measurement Partners program will link up with 20 organizations at launch across 7 specializations: viewability, reach, brand safety, brand lift, sales lift, app attribution, and marketing mix modeling.
Kantar said it was selected by Google based on it product methodology, privacy practices and technical capabilities, and following a security audit. It is the first of several planned integrations between the two.