Google: The Google SuperPanel – pushing the boundaries of cross-channel passive campaign measurement

Google, a technology company, launched a campaign in the UK to create a single-source panel for holistic passive cross-channel campaign measurement, validate tracking technology, account for pre-campaign brand predisposition and gauge brand decay rates on core key performance indicators (KPIs).

Summary

With the application of Audio Content Recognition (ACR) software, we can now passively track ad exposure at a respondent level across all AV channels. For almost 5 years Google has been a leader in this space, with opt-in MRS compliant ACR passive tracking being used across all major brand campaigns.

With every study, our appetite for richer data grew and we concluded in early-2020 that our approach needed to evolve, so during the height of the pandemic the Google SuperPanel was born.

We had ambitious measurement objectives for this study, centered around:

  • Creating a single-source panel for holistic passive...

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