Kantar Media Buys Watermarking Expertise

Kantar Media has agreed to acquire the audio watermarking unit of digital tech firm Civolution, whose products are used by broadcast channels across the world to track their media content and audiences. Financial details were not disclosed.

The WPP research firm says the acquisition, which is expected to be complete by the end of the year, will strengthen its stable of audience measurement technologies, already offered in more than 60 countries, and open up 'new and exciting opportunities around second screen activation'.

Civolution offers a range of watermarking and fingerprinting services, including Teletrax, which enables clients to determine when, where, and how long their multimedia content is being used around the world on TV, Internet and radio. The watermarking unit, which will retain its base in Rennes, France, is led by Jean-Michel Masson. He comments: 'We are excited at the prospect of becoming part of Kantar Media. We already enjoy a successful history of co-operation with the business and look forward to working with broadcasters, agencies, industry bodies and the wider market across Kantar Media's measurement footprint.'

Kantar Media already uses watermarking technology in services across TV, radio and digital, and says Civolution's SyncNow tool will strengthen its ability to link usage of TV, PC and mobile screens. Richard Asquith, Global CEO of Kantar Media Audiences, comments: 'We have long admired the expertise and skills of Jean-Michel and his team' and says broadcasters, agencies and advertisers will 'benefit from [his firm's] ability to deliver accurate audience measurement as the media ecosystem continues to evolve.'

Web sites: www.kantarmedia-audiences.com and www.civolution.com .