Case Study: Corus transforms ad sales and audience targeting with Kantar Media

Kantar’s audience data processing is a foundational component of the advanced advertising capabilities for Corus Entertainment

Corus, a leading media and content company in Canada, faced the challenge of simplifying its TV advertising sales process to compete in the growing addressable advertising ecosystem. To move beyond traditional demographic-based buying, they partnered with Kantar to leverage their audience data processing services, aiming to enable easier audience targeting and segmentation for advertisers.

Kantar Media implemented a solution by processing set-top-box data from over 500,000 households daily, which powered Corus's new self-serve platform, Cynch. This provided advanced audience targeting capabilities. The results were transformative, shifting ad sales to audience-based buying. This minimized waste and created new monetization opportunities, with advanced targeting now representing about 40% of Corus's total TV revenue and driving increased advertiser spending year-on-year.

Corus