B3, which allows clients to track the performance of ads and allocate funds and efforts towards the most successful ones, will now feature online consumer data provided by Compete.

Brian Lesser, general manager of the MIG, said: “By combining the industry’s best ad optimisation platform with the deepest behavioural segmentation data from Compete, this partnership delivers a safe and transparent alternative to brand-conscious advertisers.”

The upgraded B3 tool will offer clients customised advertising options for each campaign and provide audience-centric segmentation based on data from Compete’s consumer panel.

Compete’s chief marketing officer Stephen DiMarco (pictured) said: “We’re giving online advertisers a way to plan, control and measure campaign effectiveness with precision instead of guesswork.”