Adthena acquires Kantar’s paid search business

Adthena is expanding its collaboration with market research company Kantar by acquiring Kantar’s paid search business.

The two companies announced an agreement earlier this month, through which Adthena data will be integrated into Kantar’s ad intelligence product. Through this acquisition Kantar search clients will get access to the Adthena product suite. Kantar moved into paid search business in 2012 by acquiring AdGooroo.

Adthena Ceo Ian O’Rourke said, “As search continuous to become the meter by which the advertising effects are measured, the importance of having access to the best intelligence possible cannot be understand & the partnership with kantar, will enable the company to break new grounds for brands and agencies”.

O’Rourke recently revealed to me that Adthena stands out gratitude to its “entire market view,” using AI to make visualizations of the keywords in paid and organic search used to find a business and their rivals.

The financial terms of the acquisition were not disclosed, yet Adthena affirmed that some Kantar team members will join the organization.