MediaRadar, a platform for sales enablement and advertising intelligence, announced the acquisition of Vivvix, the North American Advertising Intelligence Unit of Kantar Group for an undisclosed sum. Vivvix provides competitive ad intelligence through digital and traditional media channels by utilizing artificial intelligence. These consist of social media, streaming services, and mobile apps. With this ground-breaking agreement, MediaRadar will be positioned as the go-to source for advertising data and insights, catering to the needs of media owners, agencies, and brands throughout the whole industry ecosystem.
Artificial intelligence powers MediaRadar and Vivvix, to track and gather advertising insights across media and channels. AI also powers them for prospecting and sales recommendations. Transparency, trust, and high-quality data are more important than ever as the advertising sector develops and innovates with new formats for both established and emerging platforms. These insights guide decisions in ad sales, brand strategy, and media planning and buying, helping media companies, brands, and agencies navigate increasing fragmentation and complexity.
MediaRadar’s data capabilities are strengthened with the acquisition of Vivvix, along with its complementary channel coverage. This is by adding new categories like local TV, radio, and search along with expanding into Out-of-Home (OOH) advertising and the Canadian market. When MediaRadar is combined into a single platform, it will provide the most extensive near-real-time ad intelligence out there. Decisions about ad sales, brand strategy, and media planning and buying can be based on the data gathered by Vivvix and MediaRadar.
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MediaRadar’s vast database tracks over $200 billion in annual media spend across over 4 million brands. It is relied upon by over 20,000 clients. A media budget of over $250 billion is covered by Vivvix’s advertising intelligence footprint. Brands, agencies, and media sellers rely on these platforms collectively to deliver ad intelligence that is essential to their primary business strategy. After the deal, MediaRadar will have more money and resources to invest in cutting-edge tech and data. It will assist it in developing next-generation solutions that maximize value for its clients. Furthermore, it will solidify its leadership in the analytics space.
Todd Krizelman, CEO and co-founder of 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.
Andrew Feigenson, CEO of 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.
Chris Jansen, Chief Executive, Kantar stated,
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.
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