Kantar Media launches inventory app

The company said the tool allows for more effective promotion of media inventory and uses a pre-defined set of insights from TGI’s in-depth consumer study.

Media sellers decide which key sectors and competitors to compare themselves against within their tailored app, which then can be illustrated, and interacted with, through a series of engaging visuals.

Alex Kuhnel, chief operating officer, TGI, Kantar Media said: “The rise of cookie-based programmatic advertising has led to a widespread shift in campaign focus from positioning and placement to the target audience, as defined by consumer browsing history or basic demographic data. But this has led to serious anxieties among advertisers about the impact on their brand of their ad appearing in an environment unsupportive of their desired positioning.”