Adathena The market research company is expanding its partnership with Kantar to acquire Kantar’s paid search business.
Two companies Announced an agreement earlier this monthThrough which Adthena data will be integrated into Kantar’s advertising intelligence product. Now, through this new acquisition, Adthena stated that Kantar Search customers will get access to the Adthena product suite.
Kantar went into paid search business in 2012 Acquisition of AdGooroo (Not surprisingly, it eventually rebranded the offering).
“As search continues to be the barometer by which all advertising efforts are measured, it is possible that the importance of access to the best intelligence is not understood,” Adethena CEO Ian O’Rourke said in a statement. “And this acquisition of Kantar’s paid investigative assets, in combination with our Kantar partnership, will enable us to break new ground for brands and agencies, while also helping us continue on our growth trajectory.”
O’Rourke told me earlier Adthena thanks to its “entire market view”, which uses artificial intelligence to create visualizations of all keywords in paid and organic search used to find businesses and their competitors.
The financial terms of the acquisition were not disclosed, but Adethena confirmed that some members of the Kantar team would join the company.