MARKETING

Kantar Media and TechEdge bolster innovation agenda

Kantar Media and TechEdge bolster innovation agenda with dedicated audience analytics software unit

Dedicated team will deliver enriched big data capabilities and bring new products to market

Kantar Media, a global leader in media intelligence and TechEdge, a leading software supplier for audience analytics announced the creation of a dedicated audience analytics software unit. The team will enhance Kantar Media’s software portfolio and cements the organisation’s audience software analytics offering to bring new innovations to market.

The dedicated business unit will focus on innovation, driving new product developments for the media industry whilst continuing to support existing applications used by 20,000 users across 69 markets. This includes media ratings analytics and reporting tools, AdvantEdge & Instar Analytics; and strategic planning and optimisation tools Instar Planning & K2. The business will be led by Andreas Velter reporting to Andy Brown, CEO & Chairman, Kantar Media.

“As consumers adopt new technology and advertisers increasingly run integrated cross-media campaigns, our clients need for advanced software capabilities has never been greater,” commented Andy Brown, CEO & Chairman of Kantar Media. “I’m delighted to welcome Andreas, Henrik Sahlholt and their team. As we increasingly handle larger data sets including online census and return path data our clients will benefit from a dedicated unit bringing new products at scale to plan and analyse their data across platforms and markets.”

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