Kantar Profiles Network is the largest in the industry and built with highly validated, permission-based respondents. Its reach combined with enhanced sample and connected data sources creates unique audiences you can’t find anywhere else – all through a single access point.
As the prevalence and sophistication of online fraud continues to increase at scale, Kantar Profiles is dedicated to minimizing any potential fraud or misrepresentation in its panels.
It is always looking for new technologies or solutions that can deliver a near 100% anti-fraud guarantee on any research campaign while ensuring data privacy for panelists.
Kantar Profiles enlisted Realeyes and its lightweight IP Identity facial verification to help with several issues.
Most importantly, Kantar Profiles wanted to improve its ability to fight bots and user fraud, duplicate detection and age accuracy.
In November 2023, Kantar Profiles successfully completed a proof of concept with Realeyes on US and UK panels to demonstrate its effectiveness.
The proof of concept (POC) was a rousing success exceeding several key established benchmarks and setting new ones for gauging future uses.
Verify achieved a 96% accuracy in detecting duplicate users and bots, achieving a low false positive rate of 0.67% (previously 2%).
The benchmark established for age accuracy ranges from 82% to 87%. In addition, there were virtually 0% user complaints, impressive considering the ID check was a new experience for all panelists and they were not given instructions ahead of time.
After completing their POC in November 2023, Kantar Profiles began a commercial phase with intent to buy exclusive access. It plans to introduce Realeyes Verify into production, roll it out to a test in APAC in January 2024, and add the tool to Qubed.AI, which will control the usage and verification process.