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MediaRadar Acquires Competitive Ad Tracker Vivvix from Kantar

• by Joe Mandese  @mp_joemandese, 7 hours ago

London-based research giant Kantar Group this morning announced the sale of competitive ad spending intelligence unit Vivvix to New York-based advertising intelligence platform MediaRadar.

Terms were not disclosed, but the sale includes political ad tracking unit, CMAG (Campaign Media Analysis Group), and marks another new owner for storied ad-spending services that originally began life as LNA (Leading National Advertisers, BAR (Broadcast Advertiser Reports) and ultimately CMR (Competitive Media Reporting), which was relaunched as Vivvix by Kantar in January.

Kantar is a joint venture of WPP Group and private equity firm Bain Capital.

MediaRadar's purchase was backed by Thompson Street Capital Partners and Endicott Capital.