Kantar Sells Paid Search Intelligence Unit to Adthena

In the US, Kantar has sold its paid search intelligence unit - formerly known as AdGooroo - to AI-powered search intelligence specialist Adthena. Terms of the transaction were not disclosed.

Kantar acquired AdGooroo in 2012, to integrate its market research services for search engine advertisers. The firm suite of tools allowed online marketers to tap into a database of search and display marketing data, and gain intelligence about their competitors' keywords, ad creative, backlink data and campaign statistics. In addition, these tools were used to monitor and benchmark the advertising landscape for specific industries.

Following the sale, clients of Kantar's search tools will have access to Adthena's search market intelligence suite, based around its 'Whole Market View' AI-driven intelligence platform, and track their own and competitors' search-related actions and results. Adthena also automatically monitors for threats to users, and helps them defend themselves from 'brand bidders'.

The firms say the acquisition builds on their recently announced integration partnership. Ian O'Rourke (pictured), CEO and founder of Adthena, comments: 'This acquisition of Kantar's paid search assets, in combination with our Kantar partnership, will enable us to break new ground for brands and agencies while also helping us to continue upon our growth trajectory'.

Web sites: www.kantar.com and www.adthena.com .