With the additional data, the company will be able to give more detailed insight into digital ad buying channels including mediator and deployment chain information for ad impressions and spend in programmatic. It will cover digital ads on display, mobile and online video platforms.

Initially available in the US, it will later be rolled out to other markets.

Manish Bhatia, North American CEO, Kantar Media, said: “To reach today’s consumers, media buyers and sellers must have access to competitive ad intelligence that is holistic and integrated. The availability of programmatic data within our tools is not only a recognition of that need, but an indication of our commitment to advance our digital capabilities.”