NEWS11 September 2012

Kantar and DoubleVerify partner for digital ad measurement

Data analytics North America

US— Web analytics provider Kantar Media Compete has partnered with online media verification and viewability measurement firm DoubleVerify on a new campaign measurement system that aims to “pinpoint” who is being reached by digital advertising.

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.