Adwanted Buys Ad Industry Data Firm MediaSpecs

Advertising sector tech and information group Adwanted has acquired database firm MediaSpecs, whose coverage includes contact and advertising rate data from 6,000 media outlets in Belgium and Luxembourg and 9,000 in France.

US- and France-focused company Adwanted Group acquired British firm Mediatel in 2021 and changed its name in 2023 to Adwanted UK. The UK company is itself the parent of online publicationThe Media Leader, as well as automated audio trading and accountability system J-ET, and commercial audio distribution system Audiotrack.

MediaSpecs was founded in 2008 and is used by media agencies, ad agencies and advertisers in the three countries. It will now join the data arm of Adwanted Group, which already includes US-based Media planning and buying platform SRDS and France's Tarif Media, both acquired in 2020 - and BRAD, acquired in the UK the following year.

Bart Kuypers (pictured), founder of MediaSpecs says the injection of the 'dynamism and expertise' of Adwanted will open a new chapter in his company's development, adding: 'We can strengthen our service to existing customers through the lines of business already present at Adwanted and it will be an excellent opportunity for our employees'.

Adwanted CEO Emmanuel Debuyck says MediaSpecs has been 'a preferred partner of Adwanted for many years', and adds: 'Bart Kuypers and his team bring a new approach and new technology to Adwanted'.

Web sites: www.adwanted.com and www.mediaspecs.be .