Kantar introduces first-party data services for marketers

Kantar introduces new first-party data services for marketers

Kantar has unleashed a new set of services for marketers designed to allow direct integration of their own first-party data with TGI consumer data to improve audience profiling for campaign planning and digital media activation.

Media agencies, owners and brands are increasingly turning to data as a means of better understanding consumer behaviours and will now benefit from being able to marry all available data to best effect.

The new services will be rolled out throughout the year, built upon Kantar’s own proprietary database to provide the requisite scale.

Mark Inskip, chief exec, media division, UK and Ireland at Kantar said: “Through these new services marketers benefit from a deep and consistent understanding of their target groups, including connections to clients’ own data.

"This helps them to better profile and target specific audiences, achieving a level of campaign planning and activation far beyond what has previously been possible.”

WPP is understood to be close to selling its majority stake in Kantar to Bain Capital after entering into exclusive discussions with the private investment firm.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.