Adthena acquires Kantar’s paid search business

Adthena is expanding its partnership with market research company Kantar by acquiring Kantar’s paid search business.
The two companies announced an agreement earlier this month, through which Adthena data will be integrated into Kantar’s ad intelligence product. Now, through this new acquisition, Adthena said Kantar search clients will get access to the Adthena product suite.
Kantar moved into the paid search business in 2012 by acquiring AdGooroo (not surprisingly, it eventually rebranded the offering).