Adthena announces acquisition of Kantar’s paid search intelligence business

Search intelligence pioneer builds on partnership with Kantar
by acquiring search intelligence unit, formerly AdGooroo 

Austin, TX — January 19, 2021Adthena, the leader in AI-powered search intelligence, today 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.”

For more information about this acquisition please, visit:

About Adthena 

Founded in 2012, Adthena is the market-leading intelligence platform for paid search advertising. Our unique combination of patented AI-driven technology and world-class industry expertise – helps businesses across the globe drive more value from their PPC budgets.

Adthena’s four unique solutions, Market Entry, Campaign Optimization, Strategic Advantage and Brand Protection, give our customers a clear view of the competitive landscape, so they can set their paid search strategies for success.  

Our solutions are powered by our market-leading AI technology: Whole Market View creates a unique market map of a client’s entire search landscape; Smart Monitor automatically detects threats and opportunities every day; Local View maps search activities by location, city or region; AI Categorization automatically matches search terms with categories; and Industry Market View, delivers category-level marketing insights to major finance companies. Our customers benefit from access to our award-winning search experts who offer consultancy on demand.

Backed by Updata Partners, Adthena works with 250+ clients across a wide range of industries including finance, retail, gaming, automotive and technology.  Brand customers include Progressive, Bupa, Citibank, L’Oreal, M&S, Nespresso, Qantas, Volkswagen, and Volvo. Agency customers include the Dentsu Aegis Network, GroupM, and Omnicom Media Group. Adthena holds several leading industry awards, including the Drum Search Awards USA and the Search Engine Land Awards, and was shortlisted for the US and European Search Awards 2020. For more information please visit:

About Kantar:

Kantar is the world’s leading evidence-based insights and consulting company. We have a complete, unique and rounded understanding of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, our innovative analytics and technology, we help our clients understand people and inspire growth