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WPP's Compete Builds Media Planning Tool For Online, TV, Mobile

MediaPost, 3/16/11

Many marketers don’t understand how to plan and optimize integrated campaigns across multichannels, although they want to run cross-platform efforts. To enhance that goal, Compete teamed with parent company Kantar Media — specializing in TV audience segments — to build out audience segments combining Web site and television panelists, Stephen DiMarco, Compete CMO, told Online Media Daily.

The tool, built on the recently released Compete Media Planner, will allow brands to map out thousands of sites where audience segments spend the majority of their time.

Today, advertisers and agencies can use this tool to identify and reach more than 4,000 audience segments online. Publishers and ad networks can use the information to attract potential advertisers by demonstrating how effective they are at reaching those segments.

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