NEWS3 November 2023

MediaRadar acquires Vivvix from Kantar

Data analytics M&A Media News North America UK

UK – Kantar has sold its North American advertising intelligence unit Vivvix to advertising intelligence and sales platform MediaRadar for an undisclosed amount.

Andrew Feigenson

Vivvix was launched earlier this year and works on advertising intelligence across digital and traditional media channels, including mobile apps, streaming services and social media.

The acquisition of Vivvix bolsters MediaRadar’s data capabilities, introducing new areas such as local TV, radio and search, while also extending its reach into out-of-home advertising and the Canadian market.

Following the transaction, MediaRadar will invest in its data and technology capabilities.

Andrew Feigenson (pictured), chief executive at Vivvix, added: “When we launched Vivvix earlier this year, our mission was to become the world’s leading ad intelligence company.

“In joining forces with MediaRadar, we take a significant step toward that goal. We are incredibly excited to work with Todd and his team to achieve a common vision and deliver a complete view of the market to media companies, marketers and agencies.”

Todd Krizelman, chief executive and co-founder at MediaRadar, said: “By combining Vivvix and MediaRadar, we offer a complete view of the entire advertising industry.

“Together, our unparalleled market intelligence will enable strategic decision-making, allowing media sellers, brands, and agencies to navigate the dynamic advertising landscape with even greater confidence.”

Chris Jansen, chief executive at Kantar, said: “Today’s transaction brings Vivvix together with a highly complementary business that goes a long way to delivering on their vision of building the most future-facing advertising intelligence business in North America.

“We’re excited about the possibilities that emerge from the combined entity and wish the Vivvix and MediaRadar team well on the next phase of their growth journey.”