Kantar Media introduces digital planning tool
The tool uses Kantar Media’s TGI insights into consumer online and offline behaviour and consumption in order to identify advertising targets. It also allows evaluation of the most effective campaign placement by balancing reach and efficiency.
“Advertising campaigns based on cookies mean an audience can be reached wherever they are online. Our solution represents a natural evolution to programmatic objectives by providing advertisers, particularly in branding campaigns, with a context and an audience that fits with their positioning requirements.
“In addition, we bring a precision to consumer targeting beyond just browsing history and basic socio-demographic metrics that leads to more effective online campaigns”.
The tool is currently available in Great Britain and France and will be rolled out in a number of other markets over the coming months.
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