Kantar acquires MeMo2

The acquisition will complement Kantar’s existing campaign effectiveness measurement capabilities and will see 50 MeMo2 staff join the company and strengthen its Dutch operation.

MeMo2 creates automated cross-media effectiveness measurement tools that can monitor real-time consumer behaviour, including retail traffic, out-of-home exposures and large sports events.

The financial terms of the acquisition have not been released. The deal follows an agreement in March for Kantar and Ipsos to deliver a cross-media total audience measurement solution in the Netherlands.

Kantar also acquired Chicago-based consumer and market intelligence firm Numerator from global investment firm Vista Equity Partners earlier this year in a deal worth just under $1.5bn.

Ian Griffiths (pictured), deputy chief executive and chief financial officer, said: “MeMo2 is a natural fit with our media effectiveness measurement offering and will accelerate that business.

“It strengthens our competitiveness across Europe, especially in the Netherlands, and its high-level of automation aligns to our strategy of developing highly scalable products that combine advanced technology with our in-depth data and analysis capabilities.”

Tim Koekkoek, managing partner of MeMo2 and Marcel Vogels, founder of MeMo2, both said in a statement: “In joining Kantar, we have the opportunity to have an impact at scale.

“We look forward to sharing our passion for cross-media measurement excellence and being part of the Kantar team that is reshaping the world of campaign effectiveness measurement in a cookieless world.”