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Kantar Media launches a new service to reach highly defined consumer targets

18 September, 2013

Kantar Media

Innovative digital targeting initiative enhances programmatic buying and enables planners to deliver complex client briefs without relying solely on consumer web-based behaviour

Kantar Media has teamed up with I-Behavior to create Ad-Vantage, a new service that enables advertisers to reach complex consumer groups efficiently online. The innovative approach saves online ad planners from trying to deliver highly-targeted client briefs by solely using online user journeys and related proxies as a ‘best match’.

As part of Kantar Media’s addressable answers capability, Ad-Vantage is powered by the business’ TGI specialism, a nationally representative survey which provides in-depth on and offline consumer insights, and by I-Behavior, who are specialists in proprietary models for predicting consumer behaviour.

Stacy Volpe, Managing Director of International for I-Behavior, comments ‘We’re thrilled to be partnering with Kantar Media to bring the Ad-Vantage solution to UK advertisers. This offering, leveraging the strength of TGI data, is a win for everyone as it provides targeting based on actual behaviors so that brands may reach the right people with their message, effectively yet anonymously’.

Richard Keogh, director, Kantar Media, comments ‘Until now, when an online ad planner got a brief to target a complex consumer group, they would have to create a proxy as best they could from online user journeys. But now, Kantar Media’s Ad-Vantage initiative allows campaigns to be built around the consumer lifestyles, product usage, media consumption and attitudes that prompt particular online behaviour’.

For example, a food brand might want to reach adults who eat ice cream more than once a week and who have explicitly stated that they like to treat themselves to food they know is no good for them. Ad-Vantage gives planners the power to build this exact target using TGI, rather than relying on a proxy. The target could be refined further, for example, by excluding heavier TV viewers to ensure the campaign builds reach.

I-Behavior then delivers the cookies to reach the TGI-defined segment. Keogh continues ‘The process from creating the target through to delivering the cookies is very straightforward but so much more efficient than the way things have been done thus far. We really believe that Ad-Vantage will make things that much simpler and better for planners, trading desks and their clients’. 

For Further Information Please Contact:
James Powell, Marketing Manager, Kantar Media TGI
Telephone: +44 0208 433 4448

About Kantar Media
Kantar Media provides critical information that helps our clients make better decisions about communications. We enable the world’s leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly evolving media industry. Our services and data include analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and evaluating consumers’ reactions in earned media. As the global house of expertise in media and marketing information, Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behaviour and digital insights, marketing and advertising effectiveness to social media monitoring. Our experts currently work with 22,000 companies tracking over 4 million brands in 50 countries.
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About I-Behavior
I-Behavior is a data and analytics company that builds targeted audience segments to help companies reach the right consumers for their brand, in order to achieve greater efficiency in their marketing efforts. Founded in the U.S. in 1999, I-Behavior is now offering its digital audience solutions and data cooperative services to direct marketers and brand advertisers in the U.S., U.K., France and Brazil. I-Behavior is a KBM Group Company, part of the Wunderman network, and is a member of the WPP organization.
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