Placed Partners with Kantar to Integrate TV and Purchase Data into Placed Attribution

Kantar, WPP’s data investment management division, and Placed, the leader in location-based attribution, today announced a partnership to integrate Kantar’s advertising and purchase data with Placed Attribution, the leader in measuring the offline impact of advertising.


The partnership will integrate Kantar’s AdIntelligence data and Shopcom purchasing data into Placed Attribution. The combination of Placed’s best-in-class understanding of location-based activity associated with 300 million smartphones with Kantar’s world-leading consumer knowledge will enable advertisers to measure the effectiveness of their ad spend by directly linking ad exposure to store visits and actual product purchase and spending data. The partnership development was led by Data Alliance, a WPP company that develops data-centric partnerships across the WPP network to power smarter data-driven marketing for the benefit of clients.


  • Placed Attribution from Placed is trusted by over 350+ publishers, networks, and platforms, along with 500+ advertisers to measure the impact of media on store visitation. Powered by 800 billion raw locations and 2.8 billion directly measured visits, Placed is the recognized leader in offline attribution.
  • AdIntelligence from Kantar Media monitors advertising expenditure and occurrence data from 4M+ brands across 20 online and offline media forms.
  • Shopcom from Kantar Worldpanel is a multi-channel anonymized, customer-level purchase database covering 90% of all US household spending patterns from 450+ retailers across 680 categories and 18,500 brands across CPG, Retail Product, and Retailer brand verticals. Shopcom connects purchase data to media consumption data to create a more holistic view of consumer audiences.

“This partnership creates a powerful measurement platform for advertisers,” said Andy Brown, CEO, Kantar Media. “By remaining independent of media, Placed acts as the open source platform for offline measurement, while opening up new opportunities for advertisers and agencies to benefit from Kantar data.”


“By adding Kantar’s data assets to Placed Attribution, brands and advertisers can attribute all media to store visits and sales,” said Katie Casavant, CEO of Kantar Worldpanel Shopcom. “Clients can now demonstrate the true ROI of their marketing spend from ad exposure to store visit and product purchased.”


“The opportunities to provide new measurement insights and value to advertisers are limitless with this Kantar partnership,” said David Shim, Founder and CEO of Placed. “What Kantar provides to Placed is a gold-standard dataset to incorporate into Placed Attribution, delivering a full funnel attribution solution from measuring all media to store visits, and product purchased across more than 1,000 brands, partners, and agencies.  This partnership highlights Placed’s continued progression as the single currency to measure all media to offline conversion events.”

Placed Open-Sources Location Analytics Platform

Ability to Measure Store Visits Across Nearly 2,000 Businesses Now Freely Available through Placed Insights


Placed is making its location analytics platform, Placed Insights, available to the public at no cost. Launched in 2013, and utilized by hundreds of users across various industries including brick and mortar retail and restaurants, Placed Insights maps the real-world relationships between people and places.


“In the same way that Zillow’s Zestimate brought home value analytics to the masses, this evolution of Placed Insights will do the same for location analytics,” said David Shim, Founder and CEO at Placed. “We see very high demand for location analytics, yet adoption has been tempered by accessibility and cost to access an accurate and robust data set. Placed is taking the unprecedented step of education and investment in the industry by making location analytics available to all at no cost.”


Powered by 800 billion raw locations, 2.8 billion directly measured visits, and 94 million audited visits, Placed Insights to date has been a premium and paid service. With the announcement today, Placed is removing those barriers around Placed Insights, and open-sourcing access to one of the largest and most robust location analytics solutions in-market. Accessing Placed Insights is as simple as visiting, and entering any one of 1,900 businesses to garner robust location insights at no cost.


“When it comes to understanding the offline behavior of consumers, Placed is one of Taco Bell’s trusted partner,” said Lynn Hemans, Senior Director of Business and Social Intelligence. “Since partnering in 2016, Placed has been able to provide location analytics at a scale and accuracy that allows Taco Bell to take action against the data. In the past year, using Placed Attribution and Insights, Taco Bell has been able to deliver and optimize communication across media channels based on visitation.”


“Placed is a preferred location analytics and in-store attribution partner because of the scale of their privacy-compliant audience and the insights we uncover through their insights dashboard and cross-platform measurement solutions,” said Michele Siravo, VP, Managing Director, WHERE, at Horizon Media, Inc. “Access to Placed Insights has enabled us to enrich our strategic planning with location data – their foot traffic statistics are among a number of KPIs we ingest into Horizon’s proprietary data-driven integrated marketing platform, InfuseSM. Placed’s bold decision to open up its platform is an exciting opportunity for brands and agencies to gain a deeper understanding of their customers.”


The open-sourced version of Placed Insights will update on a monthly basis starting with January 2018. Insights generated from the platform include:


  • The Most Popular Businesses in the US
    • Walmart (2.43% of all visits), McDonalds (1.73%), Starbucks (1.11%), Walgreens (1.01%), Subway (0.85%), CVS (0.75%), 7-Eleven (0.73%), Target (0.66%), Dollar Tree (0.63%), Dollar General (0.59%)
  • When One Door Closes, Another Opens in Retail
    • Winn-Dixie Set to Close 200 Stores: Publix, Walmart, Albertsons and Tom Thumb set gains in visits
    • Stein Mart Exploring Strategic Alternatives: Kohl’s, Ross, Old Navy, Marshalls, and Macy’s see high overlaps
  • Whole Lot of Customers: Free 2 Hour Delivery from Whole Foods
    • 25% of Whole Foods customers travel over 13 miles to nearest store (9% further out than other grocery stores)
  • Bits and Mortars – Real-World Businesses Visited by Bitcoin Owners 
    • Auto: Hyundai (2.3x), Nissan (2.0x), BMW (1.2x)
    • Restaurant: California Pizza Kitchen (2.5x), Hooters (1.6x), Outback (1.5x)
    • Retail: Apple (1.8x), Whole Foods (1.5x), Trader Joe’s (1.3x)
  • Netflix and Chili’s – Restaurants Most Frequented by Netflix Subscribers
    • In-N-Out (31% higher visits), Chili’s (21%), Panda Express (19%), Jimmy John (13%), Chipotle (10%)

Open access to Placed Insights is available today at (no registration). To access more in-depth insights including audience profiles create a free account.


In addition to Placed Insights (Public, and Premium), Placed’s suite of products include Attribution, measuring the impact of ads on store visits, and Audience, enabling activation based on offline consumer behaviors.