Kantar Offers Cookie-Free Performance Data for Meta Ads
April. 29, 2024 | By MrWeb
Kantar has announced a change in its measurement of the effectiveness of ads on social network Meta within its LIFT and LIFT+ products, which will now be available through its Direct Integrations platform.
The latest integration allows Kantar to retrieve Facebook and Instagram ad exposure information for a cohort of opted-in panelists from the insight firm's Profiles Network. It then applies the Brand Lift Insights methodology to evaluate the impact of the advertising. Kantar says bringing Meta into the system is 'one of the single biggest leaps forward' in achieving its goal of 'being able to independently measure 95% of digital ad spend'.