In partnership with Pathmatics, insights already available in the US and France have now become available in Brazil through Kantar, expanding the analysis of advertising efforts.
Sao Paolo, November16, 2020. Kantar, global leader in media intelligence, has integrated paid Facebook advertising data into its Advertising Insights platform, becoming the first data consulting company to offer a cohesive integration of social ad insights with other already established advertising activity data. The metrics, which are already available to clients in the United States and France, have now arrived in Brazil as a result of a partnership with Pathmatics — the marketing intelligence platform that champions digital ad transparency. .
“From now on, Facebook’s mobile social ads data will be offered in Kantar IBOPE Media’s Advertising Insights solution, allowing clients to understand the scenario of their investments in parallel with other advertising activities”, explains Melissa Vogel, CEO of Kantar IBOPE Media in Brazil.
“We continue to see advertisers invest hundreds of millions of dollars in social media advertising each year, and a majority of that is in Facebook” said Gabe Gottlieb, CEO, Pathmatics. “Our expansion into Brazil is the next step in enabling greater digital ad transparency for marketers and brands all over the world, which will ultimately help them improve their ad mix and support deeper insights into how competitors are advertising on Facebook and beyond."
Brands and marketing professionals who use Kantar’s media monitoring solutions now have access to a wide variety of data and insights on advertising investments across an array of traditional and digital channels. . Facebook paid advertising data allows brands to view their competitor’s advertising strategies, including spend and impressions, ad types, creatives, and messaging.
With this holistic dataset, brands and agencies will obtain a stronger understanding of their competitors, market positioning, and how they can better connect with their audiences. “This launch is a great example of how our clients can optimize campaigns and perfect their multimedia marketing strategies through Kantar IBOPE Media’s advertisement monitoring. With this comprehensive look, advertisers will be able to unify their narratives and campaign strategies through diverse means,” explains Melissa Vogel.
Kantar IBOPE Media is part of Kantar, a global leader in data, insights, and consulting. We offer the most extensive and precise information on media consumption, performance, and investment, providing Latin American clients with data to make the most informed decisions. Kantar IBOPE Media has approximately 3500 employees and operates in more than 15 Latin American countries.
Pathmatics turns the world’s marketing data into actionable insights. As consumption rapidly shifts to digital, media decisions have become complex and opaque. Pathmatics Explorer, the Pathmatics marketing intelligence platform, creates trust and transparency, bringing visibility into the digital ad performance of brands, their competitors, and entire industries across display, social, video, mobile, and native advertising data. Brands and agencies get access to the creative used by all advertisers, spend and impression data, and path from publisher to viewer, empowering them to minimize waste from their budgets, better position their marketing, and predict the next moves of their competitors. Pathmatics data powers Numerator and Kantar Media’s social intelligence. Founded in 2011, Pathmatics is headquartered in Santa Monica, California, and backed by Upfront Ventures, BDMI, and Baroda Ventures.
William Merchan is a data science, marketing analytics, advertising technology and startup veteran. He currently serves as chief revenue officer at marketing intelligence company Pathmatics, where he is responsible for brand growth and awareness. Previously, William built products and grew teams at DataScience.com, MarketShare and Yahoo!. He holds a BS in Business from the University of California Berkeley and an MBA from the Kellogg School of Management at Northwestern.