London-based data-driven insights and consulting company Kantar has acquired Amsterdam-based cross-media effectiveness tracking specialist MeMo2. Through the acquisition, Kantar will welcome 50 specialists into the fold and strengthen its position in the Dutch market via MeMo2’s client base. No staffing changes are reported, and the terms and conditions of the deal were not disclosed.
Founded in 2004, MeMo2 offers streamlined and automated cross-media measurement tools that specifically target just how effectively campaigns are performing on an ongoing, country-level basis. This service falls neatly in line with Kantar’s offering and builds on its commitment to invest in highly automated and rapidly scalable products.
“Kantar and MeMo2 share a common philosophy of people-centric, transparent media effectiveness measurement. In joining Kantar, we have the opportunity to have an impact at scale,” comment MeMo2’s Tim Koekkoek and founder Marcel Vogels. “We are excited to bring our ‘Brands in Control’ vision to a wider range of advertisers, agencies and publishers, providing them with the instant transparency they require to understand and optimize the dynamics underlying sales growth and brand activity like cross-media campaigning, in-store promotions, and large-scale sponsorship.”