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.”

Related Stories

Cynopsis 09/25/25: Prime Video Goes to “New Heights”

A CYNOPSIS MESSAGE FROM PREMION Thursday September 25, 2025    IN THE NEWS “Jimmy Kimmel Live!” on Tuesday night averaged 6.3 million viewers on traditional television, over three times its recent average of 1.77 million, according to Nielsen. That’s despite Nexstar and Sinclair’s ABC stations – representing over 20% of affiliates – continuing […]

09/24/25: Cynopsis Jobs

man balloons

Wednesday September 24, 2025 CYNOPSIS SCREENSHIFT Level Up Your Career in Media Cynopsis + C2HR are teaming up at ScreenShift, Oct. 14 in NYC, to connect you directly with top recruiters. Get insider hiring trends, smart job-search strategies, and personal branding tips that open doors. Don’t wait—prices increase 9/26. SAVE MY SPOT […]

Cynopsis 09/24/25: “The Pitt” Gets Big Emmys Boost

A CYNOPSIS MESSAGE FROM OMEDA Wednesday September 24, 2025    IN THE NEWS Fox is heading back to the beach: the network has handed a 12-episode, straight-to-series order to a reimagined “Baywatch,” produced by Fremantle and Fox Entertainment. Set to premiere in the 2026–27 season, the new take revives the iconic lifeguard drama […]

Cynopsis 09/23/25: Jimmy Kimmel Is Back!

He's Back!

Tuesday September 23, 2025    IN THE NEWS Jimmy Kimmel, whose late-night show was suspended “indefinitely” last week, is returning tonight. “Last Wednesday, we made the decision to suspend production on the show to avoid further inflaming a tense situation at an emotional moment for our country,” said a statement from Disney. “It is a […]

09/22/25: Cynopsis Media Tech Update

Monday September 22, 2025 White House press secretary Karoline Leavitt on Saturday said a deal reached between the US and China over TikTok includes six Americans sitting on the seven-seat board that will control the company, and US control of the app’s algorithm. Leavitt also said data and privacy aspects of the platform will be […]

CynCity

Cynsiders

Instagram