Product Update: New “Brands - Advertisers” dimension (May 2025)

Product Update: New “Brands - Advertisers” dimension (May 2025)


Brands - Advertisers information is now available alongside Brands in both the REPORT and BENCHMARK apps.

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An Advertiser refers to the company generally in charge of the media spend, typically the brand owner or its holding group. For example, Nestlé is now shown as the Advertiser for brands like Purina and Nescafé.
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Notes:

  • Since Advertisers are manually mapped, some brands may occasionally be missing Advertiser. If so, please let us know so we can correct it. 

  • Advertiser information was already accessible via the Brand dimension, using the following naming convention: "Advertiser – Brand".

Limitation: unmapped brands are not included in the Advertiser dimension.

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We believe this enhancement will provide you with more insights for strategic decision-making.