Audience measurement firm Kantar Media has acquired the audio watermarking unit of Civolution, strengthening the firm’s audience measurement technologies and opening up new and exciting opportunities around second screen activation.
Civolution’s audio watermarking technology is deployed in hundreds of broadcast channels across the world and is used for audience measurement and second screen synchronization.
Civolution said the deal likely will close before the end of the year. The company said proceeds will enable Civolution to focus on media protection and media data intelligence, two key growth markets for the company.
Terms of the transaction were not disclosed.
Civolution has been rumored to have been shopping the unit for several months.
For Kantar, the deal brings some pretty interesting technology onboard that will help it measure audience on multiple digital platforms.
Kantar has a significant global presence and activities in digital audience measurement across all media in 60+ countries.
Kantar Media already uses watermarking technology in a number of its TV, radio and Internet audience measurement services.
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