New York—Kantar Media, a unit of WPP's consultancy group Kantar, announced it has acquired AdGooroo, a provider of global digital media intelligence. Financial terms of the deal were not disclosed.
The acquisition will enhance Kantar's digital media measurement and analysis capabilities, particularly its insight into display, video, ad networks and paid-search advertising trends, the company said.
AdGooroo has 4,000 marketer and agency clients worldwide. The company provides data on competitors' keywords, ad creative, backlink data, campaign statistics and budgets.
“We are committed to measuring all media, and digital media is obviously an important component to that,” said Terry Kent, CEO of Kantar Media North America, in a statement. “Paid search, in particular, is a complex, fragmented medium with many different inputs,” he said, calling AdGooroo's methodology “the best in the market for measuring paid search.”