The expansion will be integrated across the company’s suite of offerings for agencies, brands and media sellers, starting in the US.

“It is clear that advertising dollars are not only shifting to a variety of digital platforms, but that competitive ad intelligence now needs to be approached in a very holistic manner,” said Andy Brown, chairman and CEO, Kantar Media.

“These enhanced capabilities signal that the industry can no longer look at ad activity in a specific channel as a silo, or even digital ad activity as a silo.  It has to be analysed in a cross-platform integrated manner, and now media buyers and sellers have the tools to do so.”