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Kantar partnership unveils campaign-optimization tool

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New York—Two Kantar Group companies have partnered with advertising verification company DoubleVerify to introduce a tool that optimizes digital media campaigns. Marketing intelligence company Dynamic Logic and media analysis company Compete joined with DoubleVerify to develop Advance, which combines such exposure metrics as audience composition, reach and viewability with effectiveness measures such as brand, behavior and sales outcomes, the companies said in a statement. Advance includes a real-time analytics dashboard to enable the rapid adjustment of campaigns and a cost-analysis calculator that compares effective CPM, CPM rates, cost-per-point and cost-per-impact, the companies said.
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