Advertising: Kantar and Placed connect online & offline
The partnership will integrate Kantar’s AdIntelligence data and Shopcom purchasing data into Placed Attribution.
Kantar, WPP’s data investment management division, and Placed, the leader in location-based attribution, today announced a partnership in the US to integrate Kantar’s advertising and purchase data with Placed Attribution, the leader in measuring the offline impact of advertising.
The partnership will integrate Kantar’s AdIntelligence data and Shopcom purchasing data into Placed Attribution. The combination of Placed’s best-in-class understanding of location-based activity associated with 300 million smartphones with Kantar’s world-leading consumer knowledge will enable advertisers to measure the effectiveness of their ad spend by directly linking ad exposure to store visits and actual product purchase and spending data. The partnership development was led by Data Alliance, a WPP company that develops data-centric partnerships across the WPP network to power smarter data-driven marketing for the benefit of clients.
- AdIntelligence from Kantar Media monitors advertising expenditure and occurrence data from 4M+ brands across 20 online and offline media forms.
- Shopcom from Kantar Worldpanel is a multi-channel anonymized, customer-level purchase database covering 90% of all US household spending patterns from 450+ retailers across 680 categories and 18,500 brands across CPG, Retail Product, and Retailer brand verticals. Shopcom connects purchase data to media consumption data to create a more holistic view of consumer audiences.
- Placed Attribution from Placed is trusted by over 350+ publishers, networks, and platforms, along with 500+ advertisers to measure the impact of media on store visitation. Powered by 800 billion raw locations and 2.8 billion directly measured visits, Placed is the recognized leader in offline attribution.
“This partnership creates a powerful measurement platform for advertisers,” said Andy Brown, CEO, Kantar Media. “By remaining independent of media, Placed acts as the open source platform for offline measurement, while opening up new opportunities for advertisers and agencies to benefit from Kantar data.”
“By adding Kantar’s data assets to Placed Attribution, brands and advertisers can attribute all media to store visits and sales,” said Katie Casavant, CEO of Kantar Worldpanel Shopcom. “Clients can now demonstrate the true ROI of their marketing spend from ad exposure to store visit and product purchased.”
“The opportunities to provide new measurement insights and value to advertisers are limitless with this Kantar partnership,” said David Shim, Founder and CEO of Placed. “What Kantar provides to Placed is a gold-standard dataset to incorporate into Placed Attribution, delivering a full funnel attribution solution from measuring all media to store visits, and product purchased across more than 1,000 brands, partners, and agencies. This partnership highlights Placed’s continued progression as the single currency to measure all media to offline conversion events.”