PHD Aus Partners to Offer Beatgrid Cross-Media Measure

Cross-media audience measurement solution Beatgrid has announced a partnership with marcoms firm PHD Australia, a part of Omnicom.

Beatgrid's Automated Content Recognition (ACR) tech and other tools provide single-source online and off-line measurement using first-party opt-in panel data, promising 'accurate measurement for attribution of advertising investments'. PHD has been offering Beatgrid's solution to clients for some time and the firms say an official partnership in the Australian market was the natural next step.

Beatgrid co-founder Daniel Tjondronegoro (pictured) says the deal 'proves that the demand for alternative media measurement solutions with transparent first-party data has grown in today's fragmented landscape'. PHD Head of Research Lillian Zrim adds: 'Our clients seek insights and recommendations that are holistic and simplified but measurement is often fragmented like our media landscape. Measurement is converging across environments, but it is still siloed by media channel... This gives us and our clients the most complete view of campaign measurement in order to understand the nuances of specific media channels and how they contribute to campaign success'.

Founded in London in 1990, PHD now has more than 100 offices in 74 countries. The firm was named Media Network of the Festival for 2020 and 2021 at the Cannes Lions International Festival of Creativity.

Beatgrid, which will celebrate a decade in business next year, is headquartered in the Netherlands and uses advanced passive mobile ACR technology for panel-based cross-platform measurement, combined with geolocation tracking. Long-time Nielsen exec Terrie Brennan joined the firm earlier this month as Chief Commercial Officer.

Web sites: www.beatgrid.co and www.phdmedia.com .