Marketers will be able to layer Great Britain TGI data on to their customer records through InfoSum, expanding consumer insight across attitudes, demographics, use of particular goods and services, leisure activities and media consumption.

Through the partnership, advertisers can also connect consumer segmentations from TGI to their first-party data.

Kantar’s TGI data is released monthly and used by media agencies, brands and media owners for media planning and selling. 

The advertising industry is shifting away from relying on third-party cookies for targeting as Google prepares to phase them out. 

Sarah Sanderson, director – strategy, insight & TGI, UK & Ireland, at Kantar’s media division, said: "This partnership means marketers get the critical holistic, in-depth understanding of their consumers they need to inform their strategy right across the marketing cycle – from insight, to planning, to activation – in a highly data privacy compliant framework."

Sunil Modha, sales director, InfoSum, said: "To future-proof their marketing, brands and media owners need to be able to access insights that enable them to deliver better campaigns while protecting consumers’ personal information."