Kantar Completes Numerator Acquisition

Kantar has completed its acquisition of consumer and market intelligence company Numerator from investment firm Vista Equity Partners, in a deal which it says will provide insights into the shopping habits of almost five billion consumers globally. Reuters' sources claim the deal is worth about $1.5 billion.

Chicago-based Numerator, which today has more than 2,400 employees worldwide, was formed in 2018 when Market Track combined its own brand and that of its subsidiary InfoScout under a single new name. The firm combines proprietary data - including that from a digital panel comprising more than one million US consumers - with technology, to deliver insights through which companies can understand their customers in real time and identify growth opportunities.

With the backing of its shareholders at Bain Capital and WPP, Kantar says the acquisition creates a 'global leader in shopper behaviour'- extending its own shopper insights offer in the US and Canada. Numerator will initially remain as a separate business but will later support Kantar's Worldpanel division and US Ad Intelligence business.

Eric Belcher (pictured), CEO of Numerator, comments: 'Kantar is the ideal company for Numerator, given our complementary geographies, technologies and data science capabilities. On top of that, we're pleased to have Bain Capital's commitment to providing their extensive resources in support of our plans to continue to lead the industry in innovation'.

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