The expansion of these audiences is based on Kantar’s syndicated studies, including US Monitor, WorldPanel, ComTech, Target Group Index (TGI), HomeScores and Mars Health. The restructured audience offer will allow marketers to better identify and engage the right consumers and deliver better ROI for data-driven advertising campaigns.

Clients will be able to access audiences across key verticals including automotive, consumer electronics, consumer financial, food and dining, health and wellness, lifestyle, media and entertainment, political and advocacy, sports, telecoms and travel.

It will add speciality categories including beverage and B2B shortly.

Andy Brown CEO of Kantar’s Media division said: “The expansion of our offer enables a new level of precision for addressing the right people on the right media channels in a privacy-first approach. The new Kantar Audiences offer in the US is an important first step toward our global objective to provide consistency of targeting across traditional linear and addressable media.”