Data Provider / Broker · vs · Publisher & Media Owner
Kantar vs MarketsandMarkets
Structured technology and market comparison · 2026
Direct Feature Comparison
Kantar · vs · MarketsandMarketsMarket research and media measurement provider for enterprise marketers.
B2B market intelligence platform selling reports, subscriptions and consulting.
Analyze all overlapping signals and tech stacks for Kantar and MarketsandMarkets
Compare mutual enterprise clients, monetization models, live market signals, and partner networks directly in the interactive Knowledge Graph.
Comparison Analysis
What is the main difference between Kantar and MarketsandMarkets?
When comparing Kantar and MarketsandMarkets, both platforms operate within the Measurement & Analytics Platform, Display, Web & Mobile, and Publisher & Media Owner ecosystem. Kantar is positioned as Market research and media measurement provider for enterprise marketers, whereas MarketsandMarkets focuses on B2B market intelligence platform selling reports, subscriptions and consulting. Decision-makers evaluate both solutions when orchestrating their commercial monetization and technology stack.
What are the top alternatives to Kantar and MarketsandMarkets?
When evaluating Kantar and MarketsandMarkets, enterprise buyers also consider other platforms in Measurement & Analytics Platform, Display, Web & Mobile, and Publisher & Media Owner. You can discover the full competitive landscape and evaluate other alternatives by viewing their respective footprint profiles on Polaris7.
Market Signals
Recent Market Signals & Activity: Kantar vs MarketsandMarkets
Documented market movements, strategic partnerships, product releases, and regulatory developments mapped across Polaris7.
Kantar
Recent Signals
- ·MeediaAI in Advertising
Kantar Study: Marketers Invest in AI, Consumers Skeptical
A new Kantar study, 'Media Reactions 2026', reveals a significant gap between marketer investment in AI and consumer trust. While 75% of marketers plan to increase ad spending on AI assistants in 2027, only 23% of consumers trust product recommendations from AI. Additionally, 62% of marketers expect generative AI to play a central role in brand recommendations, yet only 32% of consumers use AI assistants to research brands and products. The study also highlights growing uncertainty among marketers: only 57% believe their company has the right media mix, down from 64% the previous year. Kantar's new Ad-Equity ranking shows Google, Amazon, and YouTube leading among consumers, while marketers favor YouTube, Instagram, and Google. The study also notes a shift toward micro- and nano-influencers, with 66% and 61% of marketers planning to increase investment in these segments, respectively.
- 75% of marketers plan to increase ad spend on AI assistants in 2027.
- Only 23% of consumers trust product recommendations from AI.
- 62% of marketers expect generative AI to play a central role in brand recommendations.
- ·The DrumMeasurement & Analytics
AI Deepens Marketing's Measurement Paradox, Kantar Finds
At The Drum Live, measurement experts discussed a paradox: marketers have more data than ever, yet confidence in using it is declining. Kantar previewed research showing declining confidence among 800 senior marketers globally, accelerating over the past year. AI is both a contributor and potential solution, but panelists warned that AI only works as well as the data it's fed. Fragmentation and self-serving platform metrics exacerbate distrust. The consensus favors incrementality and outcome-based measurement over last-touch attribution and surface metrics. Organizational alignment on success definitions is critical. The shift also highlights the short-term vs. long-term balance, with confidence in this balance dropped from 60% to 50% in a year. Preparing measurement systems with proper data taxonomy and C-suite ownership is essential for AI readiness.
- Kantar research (survey of 800 senior marketers) shows declining confidence in media mix and data use, accelerating over the past year.
- 97% of executives believe data volume has outgrown their capacity to connect and understand it.
- Marketer confidence in balancing short-term performance and long-term brand building fell from 60% to 50% in a year.
- ·The DrumCreator Marketing
Kraft Heinz creator strategy: brand effectiveness over engagement metrics
At The Drum Live, Kraft Heinz, Google, and Kantar discussed the evolving creator marketing landscape. Kantar's analysis of 15,000 creator activations found that platform metrics like likes and views align with brand effectiveness only one in three times. Will Cooke of The Kitchen @ Kraft Heinz emphasized focusing on 'uncommon creativity' and giving creators a meaningful role, as seen in the successful Flavours campaign. Google's Khalid Almashgari highlighted creators as a gateway to cultural relevance and announced Open Call, a tool connecting creators with brands. The session stressed the importance of clear briefs and measuring success against marketing objectives rather than short-term engagement.
- Kantar analyzed 15,000 creator activations and found platform metrics align with brand effectiveness only one in three times.
- Kraft Heinz's 'Flavours' creator film outperformed all other content metrics in the past 18 months.
- Google mandates a 50:50 split of creator and brand assets in paid media, resulting in a 2X year-on-year increase in brand lift.
MarketsandMarkets
Recent Signals
- ·PR Newswire: Technology NewsMarket Research
XDR Market to Reach $38.09 Billion by 2031
A new report from MarketsandMarkets projects the Extended Detection and Response (XDR) market to grow from USD 10.98 billion in 2026 to USD 38.09 billion by 2031, at a CAGR of 28.2%. The growth is driven by increasing complexity of hybrid and multi-vendor IT environments, which require integrated visibility across endpoints, network, cloud, email, and identity. The report highlights that the services segment will grow at a CAGR of 29.5%, while open/multivendor XDR is expected to grow fastest among platform types at 30.3%. North America is expected to account for the largest market share in 2026. Key vendors mentioned include CrowdStrike, Palo Alto Networks, Microsoft, Cisco, and SentinelOne. The report also notes recent M&A activity, such as Palo Alto Networks' acquisitions of Console and Koi, and SentinelOne's acquisition of Observo AI.
- XDR market projected to grow from USD 10.98 billion in 2026 to USD 38.09 billion by 2031 at a CAGR of 28.2%.
- Services segment expected to grow at a CAGR of 29.5% during the forecast period.
- Open/multivendor XDR segment projected to grow fastest at a CAGR of 30.3%.
- ·PR Newswire: Technology NewsMarket Research & Intelligence
Clinical Trial Supplies Market to Reach $8.95B by 2031
MarketsandMarkets forecasts the clinical trial supplies market to grow from USD 5.60 billion in 2026 to USD 8.95 billion by 2031, at a CAGR of 8.9%. The report highlights logistics and distribution as the largest service segment, small molecules as the dominant molecule type, and oncology as the leading therapeutic area. North America accounts for over 41.4% of global revenue. Key drivers include rising clinical trial numbers, increased R&D spending, and decentralized trial adoption. The report also details major M&A activity, including DHL's acquisition of CRYOPDP and UPS's acquisition of Andlauer Healthcare Group, reflecting consolidation in cold-chain logistics.
- Market projected to grow from USD 5.60 billion in 2026 to USD 8.95 billion by 2031 at a CAGR of 8.9%.
- Logistics and distribution held the largest service segment share of 27.2% in 2025.
- North America accounted for over 41.4% of global revenue in 2025.
- ·CMSWireCustomer Experience
What Are Customer Journey Management Platforms?
Customer journey management platforms connect cross-channel customer data with analytics and action, helping teams identify pain points and improve experiences. Unlike static journey maps, these platforms use live data to show what customers actually do. They integrate with CRM, CDP, and marketing automation systems. The customer experience management market is projected to grow from $15.78 billion in 2026 to $34.02 billion by 2032, with journey management as the largest segment. Adobe's 2026 survey found only 39% of organizations have a data foundation ready for agentic AI. Forrester's Q4 2025 Wave evaluated vendors including JourneyTrack, TheyDo, and Cemantica.
- MarketsandMarkets projects the customer experience management market will grow from $15.78 billion in 2026 to $34.02 billion by 2032.
- Adobe's 2026 survey of 3,000 executives found only 39% had a shared CDP capable of supporting widespread agentic AI adoption.
- Qualtrics' 2026 research found only three in 10 customers provide direct feedback.
Compare their exact ecosystem overlaps.
Explore all deep relationships in Polaris7. Discover exactly which mutual clients, integrated technologies, and overlapping partners Kantar and MarketsandMarkets share across the market ecosystem.