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Kantar introduces first-party data services for marketers


By John Glenday | Reporter

July 11, 2019 | 3 min read

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.


Kantar introduces new first-party data services for marketers

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.

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