MediaRadar Acquires Vivvix, Kantar’s North American Ad Intelligence Business

02 November 2023
New York: November 2, 2023: Kantar Group today announces the sale of its North American Advertising Intelligence unit, Vivvix, to MediaRadar, the award-winning advertising intelligence and sales enablement platform backed by Thompson Street Capital Partners and Endicott Capital. Vivvix offers competitive advertising intelligence across both digital and traditional media channels, such as mobile apps, streaming services, and social media. This transformative deal positions MediaRadar as the definitive source of advertising data and insights, serving the entire industry ecosystem from media owners to agencies and brands.

“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,” commented Chris Jansen, Chief Executive, Kantar. “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.”

As the ad industry continues to innovate and evolve with new formats across traditional channels and emerging platforms, the need for transparent, trusted and high-quality data has never been more critical. These insights allow media companies, brands, and agencies to navigate the growing fragmentation and complexity, informing decisions in ad sales, brand strategy, and media planning and buying. The acquisition of Vivvix, with its complementary channel coverage, bolsters MediaRadar’s data capabilities, introducing new areas such as local TV, radio, and search, while also extending its reach into Out of Home advertising and the Canadian market. Unified as one platform, MediaRadar will deliver the most comprehensive near real-time advertising intelligence available.

MediaRadar and Vivvix are both AI-powered platforms, with AI used to track and collect advertising insights across media and channels, as well as to power sales recommendations and prospecting tools. Following the Transaction, MediaRadar’s expanded resources and capital will allow it to further invest in cutting-edge data and tech capabilities, building next-gen solutions that drive maximum value for its customers and cementing its position as the industry’s analytics leader.

Financial terms of the transaction have not been disclosed.