Adthena is expanding its partnership with market research companionship Kantar by acquiring Kantar’s paid exploration business.
The two companies announced an agreement earlier this month, through which Adthena data will be integrated into Kantar’s ad intelligence product. Now, through this new acquisition, Adthena said Kantar search patients will get access to the Adthena commodity suite.
Kantar moved into the paid pursuing business in 2012 by acquiring AdGooroo( not astonishingly, it eventually rebranded the furnish ).
“As search continues to become the barometer by which all publicizing campaigns are evaluated, the importance of having access to the best intelligence possible cannot be understated, ” said Adthena CEO Ian O’Rourke in a statement. “And this acquisition of Kantar’s paid research assets, in combination with our Kantar partnership, will enable us to break brand-new soil for firebrands and agencies while also helping us to continue upon our rise trajectory.”
O’Rourke previously told me that Adthena stands out thanks to its “whole market view,” utilizing artificial intelligence to create visualizations of all the keywords in paid and organic rummage used to find a business and their competitors.
The financial terms of the acquisition were not disclosed, but Adthena confirmed that some Kantar team members will be joining the company.
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