Twitter, Kantar Expand Global Data Partnership
Developing new research tools for marketing
Twitter and marketing data agency Kantar have expanded their relationship.
The two companies have forged a five-year deal to develop new research tools under a program called Data of Now, according to a press release touting the collaboration. The new tools will measure the effectiveness of ads, glean consumer insights and gauge brand performance.
The companies already work closely on social TV ratings—measuring conversations about shows online. Twitter also bought French company Mesagraph and SecondSync in the U.K.,
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