With immediate impact, through Kantar’s Brand Lift Analytics, the world’s leading marketing effectiveness assessment solution, advertisers can independently measure ad campaign success on YouTube, through all channels and networks, with a normative database of more than 25,000 advertising campaigns. The Ads Data Hub helps marketers, through aggregated information from Google ad channels, including YouTube, Google Ads, and View & Video 360, to understand how their content functions across devices, including smartphone applications.
To accomplish three industry-wide objectives, Project Moonshot was established: Creation of a data and technology framework for the next decade, focused on privacy, to move the industry from cookie-based calculation to direct publisher integration, Independent cross-publisher ad efficacy assessment within a media agenda for all advertisers, including polling solutions for walled garden settings and cross-publisher promotions and Through bringing 250 publishers into the cross-publisher assessment on the web by the end of 2021, 95 percent of total digital ad spending will be reflected.
A big achievement for both Kantar and Google and for the world’s advertisers, who can now help explain their promotional budgets using validated third-party performance analysis, is pushing this integration with Google from beta-test to general availability. In this challenging business world of COVID-19, where almost two-thirds (61 percent)1 of firms have cut their marketing investment by an average of 36.7 percent, the effectiveness of understanding has never been more important.