Kantar hopes the additional data will provide clarity to media planners who sometimes must navigate a maze of SSPs and direct buying platforms to make their ad buys. “There’s a tremendous amount of non-transparency in the market as to what is available for sale and where to buy it from and for what price,” Srinivasan said.
For RTB-based platforms such as PubMatic, adding programmatic inventory to an aggregator like SRDS increases the pool of potential buyers. Media planners using SRDS will be provided actionable data on how to make a buy through various platforms, Srinivasan said.
Kantar expects the programmatic inventory data to go live in June.