By Jessica Davies

Unilever has become the first brand to roll out a global planning tool developed by mobile marketing agency Joule, created to unlock deeper insight around cross-device consumer behaviour and media consumption.

The mFluence tool, developed by Joule and Kantar’s TNS, has been in beta since last November, and now forms part of WPP’s connected audience activation and product company Tenthavenue’s portfolio.

It is designed to boost media planners’ understanding of a complex data points, drawing on data from TNS’s Connected Life survey, a study of 55,000 internet users across 50 markets.

These data points include consumer behaviour across multiple markets, demographics, social Read full story ›

Source: The Drum