Both businesses, which are based in the UK, will continue to operate under their current brand names, with the two teams reporting to Fifty5Blue’s management.  

Simantea will add to Fifty5Blue’s capabilities in behavioural measurement and purchase data via its consumer panel and measurement technology. 

TRP Research is a long-standing partner of TechEdge, Fifty5Blue’s dedicated software arm, and serves many of the same customers. The business specialises in audience reporting and consultancy, measurement panels, media monitoring and data visualisation.

Patrick Béhar, global chief executive at Fifty5Blue, said: “Simantea will help address a key customer need to tie our best-in-class audience data with lower funnel measures at a high level of granularity.

“With TRP, we will be able to help our customers not only evaluate our data but draw out valuable insights they can make business decisions on. We are incredibly excited to bring the Simantea and TRP teams onboard.”