Kantar partners with Realeyes to tackle billion-dollar survey fraud problem

15 February 2024
London, 15 February 2024: Kantar, the world’s leading marketing data and analytics company, today announces a pioneering partnership with Realeyes, the award-winning leader in computer vision and attention measurement. The partnership embeds Realeyes identity recognition software, Verify, into its industry-leading anti-fraud software, QubedAI, to further validate that survey respondents are real people. The combination of Verify and QubedAI further enhances the quality of data collected from internal and external sources. This includes both Kantar’s industry-leading proprietary access panels managed by the Profiles division, as well as data collected from third-party panels, extending Kantar’s leadership in fraud prevention and survey data quality.

Market research informs marketing investments for the world’s largest brands with sometimes, multi-million-dollar implications. Kantar has found that researchers are discarding on average up to 38% of the data they collect due to low quality, duplicate respondents, and panel fraud. As the panel landscape rapidly evolves, Kantar estimates that QubedAI is catching 84.5% of all industry fraud pre-survey compared to the industry average 32.2%.  

With the integration of Verify into QubedAI, Kantar’s clients will benefit from:

Selective respondent validation pre-survey for Kantar Panels and third-party sources

Third-party panel duplicate respondent protection for client research 

Reduced usage of IP de-duplication rules, which negatively affect mobile IPs  

QubedAI training tool for validating decisions, using age and gender verification capabilities

Account protection for Kantar-owned LifePoints and Qmee panellists

“Panel fraud is becoming increasingly sophisticated. We constantly innovate to stay one step ahead of criminals and to ensure the integrity of our clients’ data,” said Caroline Frankum, CEO for Kantar’s Profiles division. “Kantar is on a mission to deliver the most meaningful data to our clients. Data quality is an inherent part of that mission. This unique and powerful collaboration extends our leadership in data quality and validates our position as an indispensable brand partner to the world’s biggest companies.” 
Qi Wang, Chief Data Scientist for Kantar’s Profiles division, added, “In November, we completed our proof-of-concept with exemplary results across scale, latency, accuracy, and false positive rates. We were successful in identifying 96.2% of duplicate respondents, bots, and hacking with only a 0.67% false positive rate on duplicates across our owned panels, the Open Exchange, and third-party sources. QubedAI, like all AI models, requires constant training to stay relevant. We see the inclusion of facial recognition technology as an additional layer that could help ensure Qubed is trained based on accurate data and making the right decisions.”

Mihkel Jäätma, CEO for Realeyes added: “Realeyes is the only fully Responsible AI for computer vision, thanks to the world’s largest dataset of 12 million GDPR-compliant, user-consented videos. Our partnership with Kantar will eradicate the growing fraud and quality issues that are holding back the survey industry. Together we will set a new standard for survey quality, greatly improving the $1 trillion+ in business and marketing decisions organizations make annually.”

Realeyes CEO Mihkel Jäätma and Kantar Profiles division’s Chief Strategy Officer Nick Sutton will discuss the partnership at the ARF AudiencexScience conference on March 21st in New York.