NEW YORK — The “Advertising Intelligence unit” of globally recognized Kantar Group is heading into the hands of an ad intelligence and sales enablement platform backed by Thompson Street Capital Partners and Endicott Capital.
Once the transaction is complete, Vivvix will be a property of MediaRadar.
Vivvix offers competitive advertising intelligence across both digital and traditional media channels, such as mobile apps, streaming services, and social media.
“This transformative deal positions MediaRadar as the definitive source of advertising data and insights, serving the entire industry ecosystem from media owners to agencies and brands,” the company says.
Kantar CEO Chris Jansen commented, “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.”
The acquisition of Vivvix boosts MediaRadar’s data capabilities, introducing new areas such as local TV, radio and search while also extending its reach into OOH advertising and the Canadian market.
The Vivvix name is expected to disappear. “Unified as one platform, MediaRadar will deliver the most comprehensive near real-time advertising intelligence available,” the company notes.
Financial terms of the transaction have not been disclosed.
