New York-based Kantar Video, a unit of the London-based media behemoth WPP, will launch a comprehensive video analytics and syndication service in September.
Management says that its offerings will provide a level of analytics and metrics demanded by advertisers and publishers which are currently unmet. The service will launch in the U.S. and roll out in several countries.
Kantar Video is being spawn from Kantar, the giant information data/consultancy group which has over 21,000 employees in 95 countries.
It has an enormous global "panel" of consumers of digital content. In the U.S. alone, it draws on various panels which total nearly 7 million individuals.
Last week, Kantar Video announced it will use the video "fingerprinting" services of Anvato to track video usage.
The company is expected to soon announce the integration of its tracking system with several big video publishers and online video services firms. It will also play a role in content syndication, although these plans have not yet been disclosed.
Although a WPP company, Kantar does business with most of the world's ad agencies.
Last week, we spoke with CEO Lederer at the company Manhattan headquarters.
In a related post last week, we published our interview with NBC research chief Alan Wurtzel who said that analytics around video are in the "prehistoric" era. It will be interesting to see how the industry evolves with the entrance of this new player.
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Andy Plesser
