The company said the innovation will help brands better understand their share of voice – and that of competitors – in online search and advertising. It will allow brands and media agencies to more efficiently target their search and digital display advertising spend and get better ROI.

Digital Advertising Intelligence measures 2.5bn search result pages per month across 14 search engines in more than 50 countries, as well as incorporating 150TB of digital advertising intelligence data in 20 countries.

It builds on Kantar Media’s existing media-consumption and performance data for brand insight.

Kantar Media UK & Ireland CEO, Richard Poustie, said: “One of the key findings from our 2017 Dimension report into the challenges facing the communications industry, was the need for more consumer-centric, holistic planning that relies less on leveraging multiple channels.

“Our new Digital Advertising Intelligence offer is designed to meet these specific needs while complementing our existing media intelligence expertise, giving our clients a complete suite of media measurement solutions.”