Kantar’s BVS solution, the ad verification business of the global data-driven analytics and brand consulting company, has been sold.
The buyer is a data platform known for connecting and powering cross-screen advertising.
Financial terms of the transaction were not disclosed.
With the addition, Advocado says it now has “a completely integrated ad verification, attribution and campaign coordination platform, allowing advertisers, media organizations and publishers to more efficiently track and measure and amplify the impact of their ads.”
It’s a notable move for Advocado, which recently purchased a portfolio of 47 patents that includes the advanced watermarking technology from VEIL. Kantar licenses this for its BVS ad verification business.
Advocado and Kantar plan to work together to explore new offerings based on the data
and analytical capabilities both bring to the table.
As such, Advocado will be integrating Kantar’s BVS employees onto its team.
“We have been innovating in the ad tech space since 2017 and this consolidation gives us the scale and ability to challenge ‘big tech,’ which has been unrightfully claiming ownership over advertiser and consumer data,” said Brian Handrigan, Advocado’s co-founder and CEO. “By combining our next-gen attribution algorithm with the BVS ad detection data, first-party web tracking tag and other sources, our customers will benefit from an accurate, independent assessment of performance across broadcast TV, radio and digital platforms like Connected TV and streaming audio.”
With the arrangement, Advocado says it is now empowered to verify the quality of broadcast ad detection data directly to the source in real-time for use in cross-media attribution, instant campaign coordination, and other use cases.
The consolidation, says Advocado, allows it to expand its broadcast TV and radio monitoring network footprint and to integrate Connected TV/OTT and audio ad verification. This, it says, allows advertisers “to get unified video and audio ad verification and integrated universal attribution from a trusted source without giving their valuable customer journey data away to big tech.”
BVS VP Rich Radzik, who will be joining the Advocado team as part of the acquisition, added, “I have never been more excited about the future of BVS and the synergistic opportunities with Advocado. With Advocado’s digital and technical expertise we will be able to launch new innovations that will further drive growth for our client partners.”
"sold" - Google News
December 01, 2021 at 04:59PM
https://ift.tt/3G2a4AY
Kantar's Ad Verification Arm Is Sold - Radio & Television Business Report
"sold" - Google News
https://ift.tt/3d9iyrC
https://ift.tt/3b37xGF
Bagikan Berita Ini
0 Response to "Kantar's Ad Verification Arm Is Sold - Radio & Television Business Report"
Post a Comment