Compete and MIG Partner for Precision
ADOTAS – Every advertiser wants to feel special, like there’s that one marketplace that’s been specially arranged for it and it alone. Kantar Media’s analytic arm Compete and WPP’s Media Innovation Group (MIG) have teamed up to make that dream come true.
The companies have combined Compete’s rich online consumer data with MIG’s B3 ad optimization marketplace to offer precise audience targeting. The enhanced B3 platform will offer each advertiser a customized marketplace, tailored to its media plan and sales and marketing objectives.
Advertisers will be able to hand-pick sites they deem brand-safe and high performing. In addition, clients will be able to execute media buys then track and modify performance on a single platform.
“Whether advertisers are targeting based on lifestyle or purchase intent, or want to unlock the power of their own customer segmentation schemas in their media plans, they can now confidently and systematically track performance throughout a campaign’s lifecycle,” said Stephen DiMarco, chief marketing officer at Compete. “We’re giving online advertisers a way to plan, control and measure campaign effectiveness with precision instead of guesswork.”
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