Kantar Ibope Media identifies the need for specific data fusion, new ways of capturing information and investments
Google will begin to gradually disable third-party cookies across Chrome from the second half of 2024. Used by browsers to identify users and discover consumption habits, these data monitoring devices have always been essential for personalizing advertising on the Internet. Internet.
Big tech announced the shutdown in 2022, but decided to postpone the deadline so that advertisers, agencies and publishers had more time to adapt and so that the platform itself could test alternatives capable of improving the user experience, maintaining campaign customization and containing the data leak.
Industry players also rushed to find solutions. Kantar Ibope Media is one of them. We talk about the importance of data and the transformations of consumers, who are increasingly hybrid and have multiple journeys. We need to have a transversal vision, comments Adriana Favaro, director of business development at Kantar Ibope Media.
Solutions
Among the tools available is Cross Platform View, which follows the consumer’s journey on video streaming platforms and Linear TV channels within a universe and with unified metrics. I can deliver agnostic data, programming integration and ensuring granularity in the digital environment, explains Adriana.
Read the full article in the propmark of 11 brown of 2024