Kantar Operations

Overview

Kantar Operations is the digital measurement and market research division of Kantar Group, one of the world's largest data, insights, and consulting companies. Its scripts run on-site surveys, digital audience measurement panels, brand lift studies, and ad effectiveness research on behalf of advertisers and media agencies. Kantar's digital measurement tools are used by publishers and broadcasters to quantify audience demographics, and by advertisers to measure campaign awareness and brand perception shifts.

What This Script Does

Kantar's web scripts serve different purposes depending on the product deployed:

On-site survey overlays

• Loads a survey invitation overlay or intercept that randomly samples a percentage of visitors with a pop-up invitation
• Accepted invitations redirect the respondent to a hosted survey measuring brand perception, site satisfaction, or ad recall
• Survey response data (demographic questions, brand awareness, purchase intent) is transmitted to Kantar's servers

Digital audience measurement (panel tagging)

• Publishers participating in Kantar's audience measurement panels deploy a measurement tag
• The tag collects anonymous page view signals, ad exposure events, and visitor metadata
• Cookies are set to identify panelists who have opted into Kantar's measurement research, and to track repeat visits for longitudinal audience measurement
• Data is aggregated to produce audience composition reports (age, gender, household income estimates) sold to media buyers

Brand lift measurement

• Deployed by advertisers running brand campaigns, the brand lift tag identifies visitors exposed to campaign ads
• Post-exposure surveys measure aided/unaided brand awareness, brand favorability, and purchase intent compared to a control group
• Cookies distinguish exposed vs. unexposed groups for clean lift measurement

Consent & Compliance

• Category: Analytics
• GDPR: Kantar scripts set persistent tracking cookies for panel identification and audience measurement. This constitutes behavioral data collection that requires analytics consent under GDPR. Survey responses that include demographic information are personal data — respondents must be informed of the data collection and its purposes. The survey invitation itself is a data collection instrument and must comply with transparency requirements.
• IAB TCF: Kantar is a registered IAB TCF vendor. For publisher deployments, Kantar's measurement tags should only fire for visitors who have provided valid consent signals via the IAB TCF framework.
• Data transfers: Kantar is headquartered in the UK (post-Brexit) with global data processing. EU personal data is processed under SCCs and UK adequacy decisions. US processing is covered by EU-US Data Privacy Framework.
• Cookies set: KANTAR_UID or similar panel identifier cookie (3rd party or 1st party depending on deployment, persistent up to 1 year), session cookies for survey state management

Should You Block This Without Consent?

Yes — with analytics consent. Kantar's measurement scripts set persistent tracking cookies and build audience profiles, requiring analytics consent. Do not load Kantar tags for visitors who have not consented to analytics. For IAB TCF publishers, gate Kantar on valid consent signals before firing the measurement tag. If you are a publisher running Kantar audience panels, your privacy policy must disclose participation in Kantar's measurement research and explain what data is collected and shared.