Kantar and DoubleVerify partner for digital ad measurement

Called Ad VRF, the system matches data collected by Compete’s two million-person digital consumer panel with the measurement data collected by DoubleVerify to report, among other things, the reach, frequency, viewable impressions and gross ratings points for digital campaigns.

Data is segmented according to Compete’s demographic and behavioural segments, including categories such as ‘luxury auto shoppers and ‘new parents’.

Oren Netzer, DoubleVerify CEO, said Ad VRF was built to allow marketers to measure audiences in the same way that they target them. “The combined solution… allows marketers to close the loop and continue to iterate to drive campaign performance,” he said.