On Device partners with RealityMine on passive social media tracking

RealityMine’s RealityMeter technology tracks consumers on digital devices, measuring how they use websites and apps including platforms such as TikTok, Facebook and Instagram.

As a result of adding the technology, On Device will now offer measurement of social media consumption behind so-called  ‘walled gardens’ across its services, which include social media brand lift and cross-media brand lift.

On Device said the development would bring ‘more accurate understanding of advertising effectiveness across various social media channels’.

Alistair Hill, chief executive, On Device (pictured), said: "These new insights into social ad consumption will help brands better navigate the complex world of social media measurement by monitoring real consumers across multiple social platforms."