Kantar, the world’s leading AI-native marketing data and analytics business, has expanded its LIFT Express solution, used by clients including Uber Advertising, PayPal, to The Trade Desk platform. This marks Kantar’s first self-serve, tag-based integration that gives advertisers fast, reliable intelligence to assess and optimize the impact of their digital media investment.
As advertising spans more channels than ever, marketers are under increasing pressure to demonstrate the impact of every media dollar. In this context, brands need clear evidence that their campaigns are cutting through and creating meaningful outcomes for their brand. LIFT Express provides that clarity by measuring the true impact of a campaign on both short and long-term brand equity growth. LIFT Express is available directly within The Trade Desk platform for advertisers running campaigns in the Unites States, giving users access to inflight intelligence to measure and optimize their digital campaign performance via dynamic dashboards.
From automated, self-serve access to daily performance signals and post-campaign insights, advertisers gain visibility into brand equity metrics like awareness, favorability, purchase intent, and Kantar’s Meaningful, Different and Salient measures, validated by the Marketing Accountability Standards Board (MASB). Granular analytics also help them uncover which campaign elements (such as frequency, ad groups, creative performance or audience attributes) are shaping brand impact, helping them to refine both current and future activity.
“Advertisers need more than speed; they need meaningful, connected signals that translate digital investment into confident brand building decisions. By turning fragmented data into clear intelligence, this integration shows how media is truly driving value for brands," said Greg Friend, SVP, Head of Global Media Product at Kantar.
That’s especially critical in fast-moving sectors like retail, where programmatic, social and CTV investments generate constant signals; in CPG, where brands must read and respond across multiple touchpoints in real time; and in financial services, where trust, consideration and regulatory constraints demand evidence that stands up to scrutiny. In each case, the ability to connect signals to impact doesn’t just justify investment. It gives marketers the foresight to build brands with confidence.
“Advertisers increasingly want independent, transparent measurement that fits seamlessly into their existing media workflows,” said Jordan Shlachter, GM of Data Partnerships, The Trade Desk. “With Kantar’s LIFT Express available on our platform, we are expanding the range of brand measurement options available to clients to help them evaluate campaign impact more quickly. With access to timely brand signals while campaigns are running, advertisers can smoothly optimize in flight, helping them make more informed decisions within established media planning workflows.”
With initial availability for campaigns in the United States and plans of global expansion, LIFT Express is positioned to support advertisers as they navigate increasingly complex media landscapes.
By combining automation, scalability and trusted measurement, Kantar continues to evolve its media effectiveness solutions to meet the growing demand for faster, more actionable insights.
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