The consultation process will involve representatives from across Brazilian media groups and platforms with the objective of jointly redefining and expanding Kantar’s existing measures for television and online media.

The initiative, which is expected to be on the market by late 2022, will be built on Kantar’s existing panel, and will be scaled further by integrating with streaming platforms.

YouTube is the first platform that has agreed to integrate with Kantar’s initiative, and builds on Kantar’s existing cross-media performance tool launched last year.

Kantar said it hoped its cross-media planning initiative would help advertisers and agencies to improve budget optimisation, realising the industry’s goal to plan campaigns across broadcast, video on demand, and video-sharing platforms through a single tool.

Subject to the development and completion of the cross-media solution, it will be made available to all Kantar clients.

Melissa Vogel, chief executive at Kantar Ibope Media Brazil, said: “Data is the foundation of decision making in the media space and Kantar Ibope Media is making significant progress to unlock the opportunities to realise cross-media solutions.

“Working in collaboration with our clients, we look forward to co-creating a new expanded cross-media planning solution that equips advertisers seeking to reach and engage audiences.

“By integrating native video-sharing platforms, we will enrich our knowledge, grow the opportunity pool and unlock more value for all.”