NEWS2 December 2021

Advocado buys Kantar BVS

M&A Media News North America Telecoms

US – Data platform for advertising firm Advocado has acquired Kantar’s advertising verification business BVS for an undisclosed fee.

TV analytics

The acquisition will allow Advocado to have a completely integrated advertising verification, attribution and campaign coordination platform to allow advertisers, media organisations and publishers to track and measure their adverts’ impact.

The acquisition will also allow Advocado to expand its broadcast television and radio monitoring network, as well as adding connected television and overt-the-top and audio advertising verification to its platform.

Kantar BVS employees will be integrated into Advocado, and both companies will work together on future projects.

Advocado recently acquired a portfolio of 47 patents, including watermarking technology from Veil which Kantar licenses for BVS’s advertising verification.

Brian Handrigan, co-founder and chief executive at Advocado, said: “By combining our next-generation attribution algorithm with the BVS ad detection data, first-party web tracking tag and other sources, our customers will benefit from an accurate, independent assessment of performance across broadcast TV, radio and digital platforms like connected television and streaming audio.”

Pete Rumpel, executive vice-president at Kantar Media, North America, said: “Our existing customers will benefit from network, media and platform expansion as well as ongoing cross-organisation innovation.

“Accurate, credible and independent verification is a key concern for our clients. Advocado’s expanded offering delivers that.”