The CMM tool will combine the mobile ad information with Kantar Worldpanel’s continuous consumer packaged goods (CPG) purchase data to give brands ad campaign effectiveness.  

Josep Montserrat, chief executive of Kantar Worldpanel, said: “The partnership allows our experts to build a solid understanding of how advertising works and the role that Facebook plays in a wider campaign context. Working with Facebook will allow us to inspire even better decisions to optimise advertising budgets and maximise advertisers’ return on investment.”

Patrick Harris, director of global agency development at Facebook, said: “We are excited to help inform Kantar Worldpanel’s Consumer Mix Model solution by bringing in our mobile ad exposure data in a privacy-safe way.”

This partnership with Facebook is part of a wider alliance between WPP and Facebook to activate WPP’s data proprietary assets within Facebook, which was announced in April 2015.

In April Facebook announced its advertising revenue increased 57% to $5.2 billion in the first quarter of 2016.