NEWS22 September 2021

Kantar named panel supplier for Origin cross-media measurement

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UK – Origin, the joint industry initiative led by UK advertiser trade body Isba, has chosen Kantar as its preferred supplier of a single-source panel to develop a cross-media measurement system. 

Person evaluating ad  campaign on smartphone

Kantar has been appointed to build a panel to measure advertising exposure across linear and digital media channels.

The panel is scheduled to be built for beta testing by the beginning of 2023, and will use first-party data from global and local platforms.

Kantar was chosen following a four-month tender process.

Joe Lewis, research lead at Origin, said: “Kantar has an established pedigree, know-how and expertise in building and delivering high-quality panels that will be integral for our future use.”

Kantar has also recently launched a tool in Brazil and Colombia for measuring and attributing the performance of cross-media advertising campaigns.

Cross Media Performance will provide a single view of campaign performance across platforms, applications and devices through an online interface and dashboard, and has been adopted by Unilever.

The tool will also examine campaign reach and frequency, and audience demographics by drawing data from TV audience panels and directly from global platform partners.

Manish Bhatia, chief product officer, media division, at Kantar, said: “We are prioritising investment in metering technology and data partnership capabilities so we can expand into new markets.”

@RESEARCH LIVE

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