Kantar expands LIFT Express with The Trade Desk integration

The integration marks Kantar's first self-serve, tag-based deployment of LIFT Express

Kantar has expanded its LIFT Express brand measurement solution through a new integration with The Trade Desk, giving advertisers direct access to campaign effectiveness insights within the media buying platform.

The integration marks Kantar's first self-serve, tag-based deployment of LIFT Express and is designed to help advertisers measure and optimise the impact of digital media investment while campaigns are running.

Advertisers gain real-time brand insights

Initially available to advertisers running campaigns in the United States, the integration enables users of The Trade Desk platform to access ongoing campaign measurement through dynamic dashboards.

LIFT Express evaluates the impact of advertising on a range of brand equity metrics, including awareness, favourability and purchase intent. The solution also measures Kantar's Meaningful, Different and Salient brand indicators, which have been validated by the Marketing Accountability Standards Board.

The platform provides daily performance signals alongside post-campaign analysis, allowing advertisers to monitor brand outcomes and make adjustments during live campaigns.

Granular campaign analysis

The solution also offers detailed analytics to identify which campaign elements are contributing to brand impact. Advertisers can assess factors including frequency, audience characteristics, ad groups and creative performance to inform optimisation decisions.

According to Kantar, the integration is designed to address growing demands from marketers for evidence of media effectiveness across an increasingly fragmented digital landscape.

Greg Friend, Senior Vice President and Head of Global Media Product at Kantar: "Advertisers need more than speed; they need meaningful, connected signals that translate digital investment into confident brand building decisions. By turning fragmented data into clear intelligence, this integration shows how media is truly driving value for brands."

Supporting complex media environments

Kantar said the solution is particularly relevant for sectors such as retail, consumer packaged goods and financial services, where marketers must evaluate campaign performance across multiple channels and customer touchpoints.

The company argues that connecting media signals to measurable brand outcomes helps organisations make more informed investment decisions while strengthening long-term brand growth.

Focus on independent measurement

The Trade Desk said the partnership responds to increasing demand for independent and transparent measurement tools that integrate directly into existing media planning workflows.

Jordan Shlachter, General Manager of Data Partnerships, The Trade Desk: "Advertisers increasingly want independent, transparent measurement that fits seamlessly into their existing media workflows. With Kantar’s LIFT Express available on our platform, we are expanding the range of brand measurement options available to clients to help them evaluate campaign impact more quickly. With access to timely brand signals while campaigns are running, advertisers can smoothly optimise in flight, helping them make more informed decisions within established media planning workflows."

Kantar said the integration will initially focus on campaigns in the United States, with plans to expand availability to additional markets in the future.

www.kantar.com

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