WPP’s Kantar Media has strengthened its programmatic and real-time data credentials by investing in data analytics firm BIScience.
BIScience’s Ad Clarity product specialises in platforms for cross-channel and multi-country digital media monitoring, planning and optimisation.
Kantar’s investment in the business will allow the daily tracking of 22m publisher pages and the monthly tracking of 145m campaigns across more than 35,000 ad platforms, with the collaboration helping global and national advertisers, agencies and media owners “make informed decisions on media investments and strategic communications”.
Andy Brown, Kantar Media’s chairman and chief executive, said: “Kantar Media is unparalleled in its ability to service clients with the most comprehensive intelligence across media channels and markets and our investment in BIScience furthers this position.
“Digital and programmatic are increasing in importance, and adding BIScience’s capabilities to our existing portfolio represents an exciting development for our clients, the marketplace, and the businesses we operate.”
BIScience’s clients include Conduit, Digilant, Funbox, Matomy and Media Initiatives Group. It was founded in 2009 and is based in Tel Aviv in Israel, with an office in New York.
It now works in more than 60 global markets, using intelligence and analytics for display, mobile, video and programmatic media, covering more than 500,000 publishers.