Kantar Media swoops for Civolution's audio watermarking unit

DetailsEditor | 17 October 2014

Demonstrating clearly the increasing importance of the technology, Kantar Media has agreed to acquire the audio watermarking unit of Civolution.

The audience measurement firm regards the purchase, scheduled to close in Q4 2014, as not only strengthening its core business but also offering the ability to "open up new and exciting opportunities around second-screen activation". For its part Civolution says that the deal will allow it to focus on two key growth markets - media protection and media data intelligence.

Led by Jean-Michel Masson, the watermarking unit is, said Kantar, recognised as a world leader of its kind deployed in hundreds of broadcast channels across the world. Kantar Media already uses watermarking technology in a number of its TV, radio and Internet audience measurement services.

"We have long admired the expertise and skills of Jean-Michel and his team," commented Richard Asquith, Global CEO, Kantar Media Audiences: "In joining Kantar Media they will strengthen our suite of technology to measure audiences for content across all devices in all formats. Broadcasters, agencies and advertisers can track viewing to their content across TV, tablet and mobile screens, and benefit from our ability to deliver accurate audience measurement as the media ecosystem continues to evolve."

Masson himself added: "We are excited at the prospect of becoming part of Kantar Media. We already enjoy a successful history of co-operation with the business and look forward to working with broadcasters, agencies, industry bodies and the wider market across Kantar Media's measurement footprint."