Sydney, Australia – Data analytics and brand consulting company Kantar in Australia has announced the launch of a new cookie-less brand efficiency measurement solution catered to connected television (CTV) and podcast brands.

The brand measurement tool was unveiled under Kantar’s Project Moonshot initiative, which establishes direct data integrations with global digital publishers and apps and provides advertisers with cookieless and privacy-centric methodologies to measure ad effectiveness. 

The tool, aside from being integrated into Kantar’s Brand Lift study which measures impact of media content based on consumer perception, allows publishers and advertisers to gather insights based on exposure data from permitted panelists in an anonymized and privacy-compliant way. Kantar’s proprietary approach uses deterministic exposure data from partner publishers combined with probabilistic approaches to convert household data like from a CTV to an individual person exposure.

According to Mark Henning, Kantar Australia’s executive director of media and digital, Kantar’s innovative new solution is playing a vital and leading role in ensuring continuity of measurement services in the impending post-cookie world. 

“This all shows that the digital ad world is getting tougher to target and measure. In the cookieless world, passive and deterministic data alone are no longer sufficiently comprehensive for effectiveness measurement across all digital platforms. Leveraging both permitted deterministic and probabilistic approaches in a hybrid capacity provides the most reliable and cost-effective way to capture a complete picture of campaign performance and a deeper well for divining useful insights,” Henning stated.

He also notes that using a range of integration approaches depending on publisher capabilities, brands can match the Kantar Profiles Network panelists directly with publisher ecosystem users in a privacy-compliant way.

“This enables us to ingest campaign level exposure data for matched panelists/publisher users without cookies, then consolidate and reconcile exposure data across publishers and platforms to provide a holistic picture of Brand Lift performance. It gives us something powerful to connect with technology back to individuals in a faster, more scalable, and streamlined way,” Henning concluded.

Sydney, Australia – Data analytics and brand consulting company Kantar in Australia and New Zealand has recently appointed Jon Foged to the newly-created position of managing director for Kantar ANZ’s Insights division.

Prior to his new role, Foged had a 17-year tenure with Kantar and is renowned for his strategic, commercial, and people-focused leadership across APAC. He has been CEO of the company’s Insights division in Australia since 2018 and was previously chief strategic and business development officer for the APAC region and CEO for Vietnam, Myanmar, and Cambodia. He has also held managing director roles for Kantar in Singapore and Malaysia.

Wayne Levings, APAC president for Kantar’s insights division, said the newly-created managing director position is the company’s culmination of a multi-year transformation of its presence in the region.

“Kantar is at the intersection of brand building and technology, enabling our clients to deliver growth in a fast-changing environment. Jon and his leadership teams have a clear history of building strong performing businesses across APAC. He has a core mantra focused on our people, our culture and our clients and we are looking forward to his leadership to continue the growth of our businesses in Australia and New Zealand,” Levings stated.

Foged’s new position comes after former CEO of Kantar New Zealand Jason Shoebridge sets to leave the business in April, after more than a decade with Kantar and its predecessors. 

“I am really excited about working with our New Zealand team and extending the outstanding legacy of Jason [Shoebridge]. I would like to personally thank Jason for his leadership and the role model behaviors he has demonstrated over his many years at Kantar. He has always been a strong and vocal supporter of the New Zealand business and as an outcome, Kantar has the market leadership position and reputation,” Foged commented.

Meanwhile, speaking on his departure, Jason Shoebridge commented that Kantar New Zealand is in good hands with Jon, a fellow New Zealander.

“I leave Kantar in a good heart. I believe the people at Kantar are among some of the best in the business and are incredibly adept at providing our valued clients with quality insights to drive growth and success,” Shoebridge stated.