In a changing social landscape, brands must reassess how they view “performance”, moving from focusing on the bottom of the funnel to creating full-funnel strategies.
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MediaSense will set up, develop and maintain the Barb Data Hub, while Snowflake is the cloud data platform.
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The cross-media measurement solution, currently in beta, has issued three requests for proposals to review core elements of its methodology.
Prototypes will be built by Kantar and RSMB alongside Sopra Steria, while return-path data from Sky boxes and CTV sets with HbbTV software will be incorporated into the new service.
The AMC will seek to establish and uphold professional measurement standards within the European media market.
The acquisition is expected to close later this year and follows a multi-year process of selling Kantar’s media business.
