Lightspeed, a division of WPP’s data investment management group Kantar and a member of the Insights Association, is modernizing how it buys and manages data to make it easier for clients to choose from a wider variety of quality data sources based on timing and pricing needs. This includes how Lightspeed interacts with sourcing partners, the underlying technology, as well as its executive management.
The modernization program includes the following changes:
- New major licensing partnership with Cint: Insights Association member Cint, the world’s Insight Exchange, will become Lightspeed’s primary platform for real-time feasibility, pricing and supply chain management of proprietary and third-party profile sources. Cint’s sample procurement tool Access Pro will be used by Lightspeed to add operational efficiency and speed-to-market in managing projects with a single automated process and will replace Lightspeed’s existing technology platform. In addition, Lightspeed will leverage Cint Engage to manage its proprietary double-opt-in (DOI) panels and blend usage with the programmatic marketplace when appropriate. Lastly, Lightspeed will also leverage Cint’s Private Network capabilities to on board and consolidate some of the existing sources in direct private-pricing deals.
- New Chief Data Officer: Marc Ryan has been appointed Lightspeed’s Chief Data Officer. This is a newly created position to oversee platform strategy and engineering resources and expand utilization of survey and non-survey data. Ryan joins from Kantar Millward Brown, where he helped architect the Ignite Network. He will oversee the platform roadmap for Lightspeed that includes programmatic, DOI, mobile, ID management, and data acquisition.
“Clients want to find truth through data, but increasing pressures on time and budget mean they also need faster, more flexible and cost-effective options for their insights projects,” said Caroline Frankum, Global Chief Executive Officer of Lightspeed. “This shift allows us to alleviate these pressures by removing some of the complexities involved in effectively exploring, cross-referencing and validating key sources in today’s data landscape.”
The new arrangement will also help clients ‘know more by asking’ less through the enablement of a wider set of data to be appended to insights projects, such as ad effectiveness work that have been in use by Kantar Millward Brown which will now be expanded through this partnership. This announcement follows Lightspeed’s previous announcement regarding the launch of the Gravity Network in August 2017. Gravity Network increased the reach of programmatic options globally.
“Cint’s partnership with Lightspeed is transformational and we are delighted they have chosen to license our platform to help them deliver on their strategic vision and data strategy goals,” said Tom Buehlmann, Chief Executive Officer of Cint.
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