Unilever has found a way to measure ad data across Google, Facebook and Twitter in a way that doesn’t involve taking that data directly from the walled gardens.

Instead, the data will go to neutral parties in the form of Kantar and Nielsen. Both measurement firms will process and anonymize streams of data to show where money is being wasted on ads on Google, Facebook and Twitter that are repeatedly sent to the same person. Unilever will then take that information from the measurement firms, but at no point will it pull any of the raw data directly from the platforms, said svp of global media Luis Di Como.

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