Global research agency Kantar Millward Brown has extended its brand marketing analytics platform, Ignite Network, to improve mobile ad measurement.
The business now has three million US mobile panelists and the company said by expanding Ignite it would be able to help marketers with more robust measurement and mobile insights.
As part of the expansion, Kantar Millward Brown has partnered with mobile marketing and loyalty platform SessionM and cross-device identification firm Drawbridge. The latter partnership will cover the US, Canada and Mexico and cover the rest of the world later in the year.
Stephen DiMarco, president of Kantar Millward Brown’s North American media and digital practice, said: “We have placed a strong emphasis on product and media innovation across mobile, TV and online to match our clients’ increased spend across platforms.
“Expansion of our mobile panel represents our commitment to deliver insight-rich solutions to help marketers understand how mobile advertising is contributing to brand growth.”