NEWS22 January 2021

Adthena acquires Kantar search tool

AI Innovations M&A News North America

US – Insights and consulting company Kantar has sold its paid search tool AdGooroo to artificial intelligence search firm Adthena.

Digital advertising abstract image

The deal will add AdGooroo to Adthena’s range of search intelligence products. The terms of the acquisition have not been disclosed.

The two companies recently agreed a partnership which made Adthena Kantar’s worldwide search intelligence partner, and saw Adthena integrate its data into Kantar’s advertising intelligence products in the US, Brazil, Denmark and France.

Adthena was set up in 2012 as a intelligence platform for paid search advertising, and focuses on industries such as finance, retail, gaming, automotive and technology

Ian O’Rourke, chief executive and founder of Adthena, said: “The importance of having access to the best intelligence possible cannot be overstated.

“This acquisition of Kantar’s paid search assets, in combination with our Kantar partnership, will enable us to break new ground for brands and agencies while also helping us to continue upon our growth trajectory.”

Manish Bhatia, chief global product officer for the media division of Kantar, said: “Adthena has already become a key partner in growing the search capabilities within our multimedia platforms, and we know that users of our dedicated paid search tools will immediately see the value of Adthena’s platform as well.”