Kantar, WPP Group's wholly owned insight firm, has acquired US digital media specialist AdGooroo for an undisclosed sum.
AdGooroo was founded in 2004 and is based in Chicago. It employs 30 people and has unaudited assets of $1.3 million.
The company, which will become part of Kantar Media, works with more than 4,000 users from top marketers and agencies, providing them with insight and data on competitors' keywords, creative, backlink data, campaign statistics, and budgets.
The acquisition is said to allow Kantar Media to broaden its current "methodic insight into display, video, ad networks, and paid search advertising trends.”
Kantar companies work across 100 countries and across the whole spectrum of research and consultancy disciplines. Consumer insights accounted for almost $4 billion of WPP's overall $16 billion revenues in 2011.
Separately, WPP also said today that wholly-owned digital network Wunderman has acquired a majority stake in CM Interactive ("Crossmedia"), a leading digital marketing agency based in Mexico.
Crossmedia was founded in 2004 and is headquartered in Mexico City. It provides consulting, digital marketing, creative, and media buying services to clients.
Crossmedia employs 86 people and key clients include Banamex, Bimbo, PayPal, and Cerveceria Cuauhtemoc. Unaudited revenues for 2011 were over US $5 million with gross assets of over US $5 million at the same date.
This acquisition is said to continue WPP's strategy of investing in fast-growing markets and sectors and its commitment to developing its strategic networks throughout Latin America.
A WPP statement added that Martin Sorrell's holding group "regards this decade very much as the decade of Latin America.”
This article originally appeared on the website of Campaign, a sister publication of PRWeek at Haymarket Media.