Omnicom-owned PHD has partnered with cross-media measurement specialist Beatgrid to get a better handle on how ads are landing across channels via single source first party data.

The two had been trialling a technology partnership for some time in the local market. Now the arrangement is official.

Beatgrid uses Automated Content Recognition and a mobile phone-based panel to give brands, agencies and media owners a more accurate handle on ad effectiveness without using cookies.

Founded in 2014 in the Netherlands, the firm claims its technology enables brands to accurately track de-duplicated TV and cross-media advertising reach and frequency, brand lift, and footfall with accuracy. It lists Google, Unilever, McDonald’s, Amazon Ads, Disney, Virgin and P&G as users of its tech.

OMG Chief Product Officer Alex Pacey (pictured) thinks the deal will drive competitive advantage.

“Our partnership with Beatgrid endorses our sincere belief in the power and importance of accurate, actionable, measurement and the role it plays as part of PHD’s client solutions,” per Pacey. “PHD is the first agency to form a strategic partnership with Beatgrid and gain this level of unique access to its platform and technology.”

PHD Head of Research Lillian Zrim said technology like Beatgrid’s is increasingly required by agencies and brands alike

“Measurement is converging across environments, but it is still siloed by media channel,” said Zrim. “This gives us and our clients the most complete view of campaign measurement in order to understand the nuances of specific media channels and how they contribute to campaign success.”

Beatgrid co-founder Daniel Tjondronegoro thinks increasing fragmentation will likewise increase demand for first party data-driven measurement – and suggested the local market is leading the charge.

“With PHD, Australian marketers should be proud that they are leaders in the adoption of the new ad measurement solution – and we can already see a contagion effect, branching off to their peers in Europe and the US.”