Kantar Media rounds out abilities with acquisition of AdGooroo

12/23/2012 | Advertising Age (tiered subscription model)

WPP's Kantar Media is augmenting its abilities to measure paid media with a new planned acquisition. AdGooroo brings to the table measures or estimates of spending on paid search and digital video. Praising the company's methodology, Kantar Media North America CEO Terry Kent noted that "paid search, in particular, is a complex, fragmented medium with many different inputs."

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