Insights and consulting company Kantar revealed its migration to Google’s Ads Data Hub Thursday.
Ads Data Hub provides information on how ad campaigns are performing across screens, including mobile applications, via aggregated insights from Google ad platforms including Display & Video 360, Google Ads and YouTube.
Kantar’s Brand Lift Insights ad effectiveness measurement solution, with a normative database of more than 25,000 digital campaigns, is available immediately in the U.S. to integrate measurement data from Ads Data Hub for YouTube ads, and it is being piloted in 15 additional markets worldwide.
The company said its Project Moonshot independent platform for measuring digital advertising effectiveness without the use of cookies was established to achieve three industrywide goals:
- Establishing a privacy-centric, next-generation data and technology platform to migrate the industry from cookie-based measurement to direct publisher integrations.
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