Kantar Sells Vivvix to MediaRadar

Less than a year after setting up its ad intelligence unit Vivvix, Kantar has sold it to US-based MediaRadar, which now aims to become 'the definitive source of advertising data and insights'.

Headquartered in New York, MediaRadar is an ad intell and sales enablement platform backed by Thompson Street Capital Partners and Endicott Capital, and offering a suite of tools for users in media, ad tech sales and new business development roles. Its products are used to identify the best prospects, build and nurture stronger relationships with clients and close more business, and are tailored for specific markets including broadcasters, dotcoms, ad tech companies, magazines, newspapers, mobile media companies and events organisers. The company's database tracks more than $200 billion of annual media spend across more than four million brands.
.
Vivvix was formed in January by bringing together syndicated media coverage from Kantar Media with the ad creative intelligence platform from the group's Numerator division. The new unit provides syndicated competitive ad intelligence across digital and traditional media, including mobile apps, streaming and social media; and delivers data through a single platform helping marketers inform their brand strategy and drive media planning and buying decisions. Features include AI-powered reports, ad search, personalized dashboards and real-time campaign alerts.

The buy will strengthen MediaRadar's channel coverage and data capabilities, introducing new areas such as local TV, radio and search, and extending its reach into out of home advertising and the Canadian market.

Todd Krizelman, CEO and co-founder of MediaRadar comments, 'By combining Vivvix and MediaRadar, we offer a complete view of the entire advertising industry. Together, our unparalleled market intelligence will enable strategic decision-making, allowing media sellers, brands, and agencies to navigate the dynamic advertising landscape with even greater confidence'.

Vivvix CEO Andrew Feigenson (pictured) says Vivvix's mission was to become the world's leading ad intelligence company. 'In joining forces with MediaRadar, we take a significant step toward that goal. We are incredibly excited to work with Todd and his team to achieve a common vision and deliver a complete view of the market to media companies, marketers, and agencies'. Kantar Chief Exec Chris Jansen adds: '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. 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'.

Financial terms of the transaction have not been disclosed. The firms are online at www.mediaradar.com and www.vivvix.com .