Kantar Media Chooses Contalto to Enhance Its Insights Offering in France

Partnership reflects the growing importance of Content-to-Commerce Intelligence and brand-publisher partnership data

We are pleased to announce a new partnership between Kantar Media and Contalto in France (*). Under this partnership, Kantar Media will integrate Contalto's Branded Content and Paid Social intelligence into its French insights offering.

The collaboration combines Kantar Media's expertise in advertising, media and consumer intelligence with Contalto's publisher-centric intelligence on brand-publisher partnerships.

Clients will be able to access packaged reports, benchmarks and market insights powered by Contalto's data through Kantar Media. Organisations requiring deeper analysis, continuous monitoring and direct access to market activity can also subscribe to the Contalto platform.

Why This Matters

For decades, advertising intelligence has helped organisations understand where brands invest their marketing budgets. But a growing share of brand activity now takes place through partnerships with media organisations.

This layer of the market has become too important to ignore, yet remains difficult to analyse using traditional advertising intelligence tools alone.

The partnership between Kantar Media and Contalto reflects the growing need for a more complete understanding of how brands communicate, influence audiences and create commercial value.

A Publisher-Centric View of the Market

Since its creation, Contalto has focused on a simple question: How do brands collaborate with media organisations?

To answer it, we analyse brand-publisher partnership activity across the United States, the United Kingdom, France, international English-language markets and selected Asia-Pacific territories.

Over time, this work led us to define a new category that we call Content-to-Commerce Intelligence.

This category spans four complementary areas:

• Branded Content

• Paid Social

• Sponsored Events

• Commerce Content

Together, they provide a broader view of brand activity than advertising intelligence alone.

The Growing Value of Specialised Intelligence

Another important aspect of this partnership is what it says about the future of market intelligence.

Some organisations rely on curated reports, sector reviews and competitive benchmarks. Others need direct access to data in order to conduct their own research and monitor markets continuously. These approaches are complementary.

The combination of expert-led insights and self-service intelligence creates a more powerful framework for decision-making.

The decision by Kantar Media to integrate Contalto's data into its offering reflects both the value of specialised intelligence assets and the growing importance of collaboration between broad-based intelligence providers and specialist platforms.

Looking Ahead

Today, the partnership focuses on Branded Content and Paid Social intelligence in France.

Across English-language markets, Contalto also tracks Sponsored Events and Commerce Content, including publisher-led buying guides, product recommendations and other content designed to influence discovery and conversion.

As the boundaries between advertising, content, influence and commerce continue to blur, we believe organisations will increasingly require visibility across all of these dimensions.

The partnership between Kantar Media and Contalto is an encouraging sign that the market is beginning to recognise that reality.

(*) Read the full French-language press release here