Kantar Launches Trust-Based Network for Human Understanding

Kantar announced the launch of the Kantar Profiles Network, a new proprietary, single source access point, aimed at making it easier for CMOs and their marketing teams to develop or optimize marketing strategies based on human understanding at scale. This includes the ability to seamlessly and compliantly connect Kantar’s proprietary customer profile data with other information sources, including clients’ own customer information, to create much richer audiences in more automated, agile and addressable ways.

The network launches with exclusive access to Kantar’s proprietary LifePoints panel, alongside 28 integrated permission-based data partners, including Cint and Rakuten Insights. In addition, 25 other partners are already in the process of being integrated. Today, at launch, the network offers: 

– Access to 88 million permission-based respondents

– 45 Million Enhanced Respondent Profiles: enriched with compliantly matched behavioural data

– 4,800 Proprietary Profiling Attributes: From demographics to media habits or shopping behaviours, enabling quicker, more accurate survey target and the ability to append datasets without asking extra questions

– Access to panels across 70 countries incl:

– USA & Canada: 23.8m panellists, incl 22.6m enhanced consumer profiles

– Europe, Middle East & Africa: 19.5m panellists, incl 8.2m enhanced profiles

– Asia Pacific: 36.4m permission-based panellists, incl 9.2m enhanced profiles

 – LATAM: 8.3m permission-based panellists, incl 5.1m enhanced consumer profiles

Said Caroline Frankum, CEO of Kantar’s Profiles Division (formerly Lightspeed), “In a world where data privacy concerns continue to intensify, the need for explicitly permission-based human understanding to inform decision-making is critical. We’ve simplified, streamlined and scaled how brand owners can access consumer profiles in compliant ways.”

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