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Kantar Media, a unit of WPP, said April 28 it will start tracking advertising on digital ad networks, with data about advertisers, products, impressions but not specific dollar expenditures at least at the outset.
A rep said that while Kantar is not reporting ad dollars for networks at this time, but it will report the number of impressions and share percentage of impressions attributable to individual ad networks.
Kantar said it would be the only researcher to offer such detailed insight into the companies, advertisers and products running on ad networks, and the only source of industry- and category-specific ad network trending.
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