Adthena announces acquisition of Kantar’s paid search intelligence business

Adthena, the leader in AI-powered search intelligence, announced that it has acquired Kantar’s Paid Search offer, formerly known as AdGooroo, bolstering Adthena’s standing as the leader in search market intelligence for both brands and agencies. Terms of the transaction were not disclosed.

“As search continues to become the barometer by which all advertising efforts are measured, the importance of having access to the best intelligence possible cannot be overstated,” said Ian O’Rourke, CEO and Founder of Adthena. “And 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.”

Through this acquisition, clients of Kantar’s dedicated search tools will now have the opportunity to access a best-in-class intelligence experience through Adthena’s AI-powered search intelligence product suite. Trusted by over 250 leading brands and agencies — including L’Oreal, Volvo, Progressive Insurance, Qantas, Dentsu, GroupM and many more — Adthena’s product suite delivers unmatched search market visibility for advertisers and marketers. Centered on Adthena’s “Whole Market View” AI-driven intelligence platform, Adthena allows advertisers and marketers to not only monitor their own performance, but to track competitor actions and results as well. In addition, Adthena also provides users with next-level search defense, enabling them to autonomously monitor for threats and defend themselves from “brand bidders.” 

This acquisition builds on the recently announced integration partnership between Adthena and Kantar, which established Adthena as the central search partner for Kantar’s comprehensive ad intelligence tools, including Advertising Insights. 

“Brands and agencies know how important search advertising is to measuring the overall efficacy of their advertising and marketing efforts,” said Manish Bhatia, Chief Global Product Officer for the Media division of Kantar. “Adthena has already become a key partner in growing the search capabilities within our multimedia platforms, and we know that users of our dedicated paid search tools will immediately see the value of Adthena’s platform as well.”

“This partnership opens up new doors for agencies in terms of the intelligence available,” said Timothy Johnson, PPC Team Lead, Portent. “Adthena and its Whole Market View are already renowned as one of the preeminent search intelligence resources, and by teaming up with Kantar and directly integrating with it, the possibilities are seemingly endless when it comes to understanding the search environment, your agency’s place in it and what you need to do to find success.”