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Search advertising consultant Adthena has expanded its partnership with market research firm Kantar to acquire Kantar’s paid search business.
The two companies announced an agreement in early January 2021. It will integrate Adthena’s data into Kantar’s intelligence products. The acquisition will give Kantar’s search clients access to Adthena’s suite of products.
Kantar entered the paid search business with the acquisition of AdGooroo in 2012. Not surprisingly, the acquisition did not survive the brand name AdGooroo.
Adthena CEO Ian O’Rourke said in a statement: “Search is becoming a barometer of advertising effectiveness, so having access to the best possible intelligence is of utmost importance. Kantar’s paid search capabilities, coupled with our partnership with the company, have made us This means that we can open up new opportunities with companies and agencies, which will allow us to continue to grow. ”
O’Rourke once said that Adthena stands out because it uses artificial intelligence to visualize all the keywords used in both paid and organic search to find companies and their competitors. It is because of the perspective of looking at the entire market.
The financial terms of the acquisition have not been disclosed, but Kantar’s team members will join the company, according to Adthena.
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