Kantar has been approved as a third-party measurement provider for brands looking to verify their media spend performance on Google-owned platforms.
Kantar will provide brand lift insights for evaluation of brand impact from campaigns and independent measurement of audience reach from campaigns on Google properties.
There are more than 20 other partners that provide a variety of third-party verification services across Google platforms, such as viewability, reach, brand safety, brand lift, sales lift, app attribution, and marketing mix modelling.
“Understanding and measuring digital advertising is foundational to cross platform campaign optimisation,” Kantar CEO Eric Salama said.
“With this partnership, Kantar is leading the way in providing advertisers with a trusted and independent view of brand delivery and impact of their advertising whenever Google is on the media plan.”
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