WPP's Kantar Media unit has agreed to acquire AdGooroo, rounding out its measurement of paid media by adding capabilities to measure or estimate spending on paid search and digital video, the companies announced today.
Kantar Media North America CEO Terry Kent said in a statement that the deal will enable a more holistic approach to measurement of digital media, including keywords purchased and detailed data on spending, impressions, creative, traffic and site usage.
"Paid search, in particular, is a complex, fragmented medium with many different inputs," Mr. Kent said, calling AdGooroo's methodology "the best in the market for measuring paid search."
Kantar publishes widely followed data on competitive media spending -- spanning TV, radio, magazines, display advertising on the web, and so on -- but search advertising has remained a giant hole it in its data. AdGooroo, which publishes some of the most widely-watched data on search spending and keyword pricing, will add that capability. Among its services are analysis of industry search spending, including a recent report that found Target tops all online retailers in paid search spending.
Revenue of the privately held AdGooroo, which was established in 2004 and says it has 4,000 clients among marketers and agencies, weren't disclosed. Kantar is the second-largest global market research firm by revenue, which totaled $3.3 billion for the company last year, behind only Nielsen.