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.”