Kantar
C · Marketing TechnologySubsidiaryKantar combines the world's most complete understanding of consumers with advanced analytics and technology to help brands grow through evidence-based marketing decisions and advertising optimization.
Last updated Feb 18, 2026
- Industry
- Market Research & Advertising Measurement
- Business Model
- Data & Analytics Services
- Target Market
- Enterprise
- Employee Count
- 10001+
- Funding
- $0
- Revenue Range
- $3B-$5B
- Stock Symbol
- N/A
- Parent Company
- Bain Capital (majority ownership)
- API Available
- Limited
Market Position
Global leader in brand guidance, marketing effectiveness, and media measurement with presence in over 90 markets
Overview
Kantar is a global leader in data, insights, and consulting, operating at the intersection of market research and advertising technology. The company provides comprehensive brand guidance, marketing effectiveness measurement, and media intelligence solutions to help clients understand consumer behavior and optimize their advertising investments. Kantar serves as a critical partner to the world's leading brands and agencies, offering solutions that span brand strategy, media planning and buying, creative effectiveness, and cross-media measurement. As one of the world's largest market research and data analytics organizations, Kantar holds a significant position in the AdTech ecosystem through its measurement and analytics capabilities. The company's portfolio includes industry-leading products for advertising effectiveness, brand tracking, audience measurement, and media monitoring. Kantar's extensive global footprint, proprietary data assets, and advanced analytics capabilities make it an essential partner for advertisers seeking to understand campaign performance and consumer sentiment across channels.
Products & Features
Kantar Media
Cross-media intelligence and advertising monitoring across TV, digital, print, radio, and outdoor channels
XTEL
Cross-platform TV and video measurement solution for understanding audience behavior
Kantar Marketplace
On-demand research platform providing fast access to consumer insights
Link+
Creative effectiveness testing platform for optimizing advertising creative before launch
BrandZ
Global brand equity database and valuation tool tracking the world's most valuable brands
TGI (Target Group Index)
Consumer profiling and media planning tool with detailed audience insights
Profiles
Audience segmentation and targeting solution for understanding consumer groups
Campaign Analytics
Multi-touch attribution and marketing mix modeling for measuring campaign ROI
Key Features
Cross-media measurement and attributionCreative testing and optimizationBrand health tracking and equity measurementAudience profiling and segmentationAdvertising spend intelligenceReal-time media monitoringMarketing mix modelingConsumer panel data accessCompetitive intelligenceGlobal market coverage
Use Cases
Measuring advertising campaign effectiveness across channelsTesting and optimizing creative before launchTracking brand health and competitive positioningPlanning media investments based on audience insightsMonitoring competitor advertising activity and spendAttributing sales outcomes to marketing touchpointsUnderstanding consumer attitudes and purchase behaviorOptimizing marketing mix allocation across channelsMeasuring return on advertising spend (ROAS)Identifying target audience segments for campaigns
Customer Segments
Global consumer brandsAdvertising agenciesMedia companies and publishersRetailersTechnology companiesFinancial services firmsAutomotive manufacturersFMCG companiesTelecommunications providers