Kantar, a data and insights company, will announce an exclusive partnership Tuesday with Adthena, an AI-powered search intelligence company.
Through the partnership, Kantar will integrate Adthena’s worldwide search data into its ad Intelligence platform in the United States, Brazil, Denmark and France. This exclusive partnership expands on Adthena’s growth and cements its position as a leader in search data to give the company’s clients insight into nuances in consumer behavior across online media.
“We measure the top advertisers in search in a particular category and market, and report the data back to Kantar,” says Ashley Fletcher, vice president of marketing at Adthena.
In 2019, Bain Capital Private Equity acquired 60% of Kantar from WPP, once led by Sir Martin Sorrell, as part of an agreement, valuing Kantar at $4 billion.
Adthena already serves more than 250 top brands such as Progressive Insurance, Volkswagen, L’Oreal, and agencies like GroupM.
Adthena’s focus had been enterprise search and large enterprise companies. This partnership represents using the same capability, but integrating into Kantar’s platform. “It’s not our core business, but it’s a use of our core data by another business,” he said.
Manish Bhatia, chief global product officer for the media division of Kantar, called Adthena “a powerhouse when it comes to search intelligence performance and innovation.”
Powered by patented AI technology, advertisers and marketers can tailor their strategies to capitalize on new market opportunities. Adthena’s Smart Monitor technology also allows search advertisers to constantly monitor for threats and defend themselves from “brand bidders” so that they can protect their efforts and maximize their spends.
The announcement comes on the heels of the launch of Adthena’s newest offering, Local View, which provides in-depth analysis of consumer and competitor opportunities within a brand’s local search ecosystem such as state, city, custom region, and more.
When asked to identify trends in 2021, Fletcher called it a turbulent year as market segments come back into the mix with a change in the competitive landscape.
Companies that have not been strong online have learned how to strengthen their position. Fletcher expects “turbulence” in the search market with more activity coming online.