The agreement will focus on Blockgraph’s Identity Operating System (IDoS), which allows for direct matching between Kantar’s panel and client data sets.

The expansion of addressable television recruitment capabilities through the tool will allow marketers to measure and understand the impact of TV media campaigns.

Jed Meyer, senior vice-president and North America media domain leader at Kantar, said: “We couldn’t be happier to be working alongside Blockgraph to advance the future of convergent measurement and data privacy.

“Through our partnership, we are helping marketers and advertisers get greater clarity, visibility, and control in how their marketing dollars are creating impact across their multiscreen campaigns.”

Jason Manningham, chief executive at Blockgraph, said: “We are thrilled to be working with Kantar to advance the future of multiscreen TV measurement.

“Our partnership with Kantar uses direct matching, resulting in a 10x increase in match rate, fuelling improved brand awareness outcomes for all forms of convergent TV.”