Barb, a leader in audience measurement, has unveiled Barb Ads Hub, a new analytics platform designed to support the entire lifecycle of advertising campaigns, from planning to post-campaign analysis.

At launch, Barb Ads Hub features post-campaign reporting through CFlight, the industry-standard tool for tracking performance across both linear and video-on-demand (VoD) services. Pre-campaign planning capabilities are set to be added in the first quarter of the year.

Developed by RSMB in response to industry needs, Barb Ads Hub will serve as the central resource for UK advertisers and media owners to estimate and assess campaign performance using both Barb’s audience data and first-party data from media owners. The platform integrates two established tools: Advanced Campaign Hub for pre-campaign planning and optimization, and CFlight for post-campaign evaluation.

Users can generate both standard and customized reports, with advanced data visualization options. The system also supports automated data requests via API, allowing integration with proprietary tools.

Several enhancements to CFlight have been introduced alongside the new platform, with further updates planned for the coming months:

• Reporting for 11 additional target audiences, including household decision-makers and a broader range of age groups.
• Expanded coverage of broadcaster VoD (BVoD) services, now including analysis of campaigns on TNT Sports and Sky AVoD platforms, with STV to be added later in Q1.
• The ability to break down campaign results by sales house and to analyze campaigns running exclusively on VoD services, launching in Q1.

Later this year, a new Marketing Mix Modeling (MMM) data pack will be available within the CFlight module, enabling users to access comprehensive campaign exposure data across linear and VoD platforms for use in marketing mix models.

Luca Vannini, Head of Campaign Audiences at Barb, stated: “Barb Ads Hub is uniquely designed to support full-cycle campaign optimization, offering valuable tools for both planners and those measuring effectiveness. Our Trustmark ensures that all audience data meets joint-industry standards for objectivity, transparency, and accountability. The platform’s modern, user-friendly interface also allows for seamless integration with clients’ own systems. Today’s launch is just the beginning, with pre-campaign planning and further developments, including potential integration with streaming platforms, already in progress.”

Barb Ads Hub is developed and operated by RSMB for Barb and is part of the Barb Data Hub, utilizing its robust data storage infrastructure.

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