Kantar Offers Cookie-Free Performance Data for Meta Ads

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 firm's Direct Integrations platform measures digital ad effectiveness without the use of cookies and is the foundation for Brand Lift Insights - which comprises a normative database of more than 25,000 digital campaigns, as well as other Kantar measurement products. The platform enables users to establish direct data integrations with partners and assess ad impact on brand and sales outcomes, using cookie-less and privacy-centric methodologies. The platform aims to give independent ad effectiveness measurement across all publishers within a media plan, including polling solutions for large digital publishers and cross-publisher campaigns.

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'.

Web site: www.kantar.com .