The platform, called Global:IQ, uses AI analytics, advertising exposure data and creative optimisation tools to help advertisers understand advert performance and outcomes.

Features include a cross-device digital audio effectiveness measurement tool, measurement for broadcast audio campaign impact, AI creative optimisation, and an audience planning tool built for Transport for London which has been made available for audio.

Data sources used by Global:IQ include first-party data from 11 million registered Global Player users with second-party data from the Transport for London network, including taps and WiFi connections and partner datasets from BT/EE and Spendmapper.

In addition, other data sources include TGI and TouchPoints, and measurement data from Rajar and Route. 

Sarah Gale, director of insight, data and outcomes at Global, said: “Proving outcomes is the next evolution in media planning and effectiveness.

“Global:IQ brings together the intelligence of data, the precision of analytics and the impact of creativity in one powerful platform. It’s built to give advertisers true accountability and a clearer line of sight from campaign planning to measurable success.”