Dive Brief: 

• Twitter and marketing data agency Kantar have formed a five-year deal to develop new data research tools. 
• The program is called "Data of Now" and seeks to create tools that measure ad effectiveness, glean consumer insights, and gauge brand performance. 
• The deal is part of Twitter's overall plan to be the go-to place for TV advertisers — a plan that also includes recent acquisitions Mesagraph and SecondSync. 

Dive Insight: 

Twitter is well on its way to becoming the primary second screen to TV and is certainly working to capitalize on that position. The pairing of Twitter's TV audience data and Kantar's ability to process those numbers should prove to be a good pairing.