The company takes a strategic approach to test-driving the platforms in which it invests in. Based on its learnings from BIScience, it will evaluate future tech investments, Pappachen said.
BIScience will immediately benefit Kantar since it will help support new programmatic products the latter brings to market, specifically those that impact the ad-serving chain and provide digital media intelligence.
Kantar recently rolled out a Kayak-esque programmatic email newsletter for planners, curating pricing information and site specs around private marketplaces or tentpole events like the Super Bowl.
“Our work there allowed publishers to let inventory emerge for buyers looking for targeted media,” Pappachen said. “We will continue in that direction, but Kantar’s historic footprint has been intelligence around consumers and media to help our clients make informed decisions. We don’t see this as mutually exclusive” with Kantar’s publisher developments.
Another focus is converging channel and audience-based intelligence, so that TV audience data better informs mobile video, and vice versa.
“The area we are intent on growing is digital,” Pappachen added, “both what it means on its own and certainly what it means in conjunction with television.”