Building on mobile mindset research conducted by Kantar and Flipboard last year, the partnership means Kantar’s clients can use Flipboard interest audiences at key moments in the customer journey.

Brands can see consumer engagement patterns across thousands of premium publishers and content creators, to deliver more relevant content and creative to target audiences.

It means that for the first time in the US, Kantar clients will be able to map audiences in Audience Finder to Flipboard interest audiences. At launch, 50 exclusive interest-based audiences from Flipboard will be available for Kantar clients to activate against.

Brands will also have insight into how specific audiences are performing during a campaign and will be able to obtain feedback from a broad base of global consumers by inviting Flipboard’s users to opt-in and participate in consumer studies.

Anas Ghazi, who leads growth across Kantar said: “We know from a mobile mindset study conducted last year, readers on Flipboard are invested and much more engaged with advertising than those on other platforms.

“What we’ve created is both the forum for brands to engage with people who are seeking engagement and the opportunity for brands to be part of the consumer narrative by helping them create relevant content and inspiring creative backed by data.”