Taps watermarking tech | WPP last month announced that its wholly-owned media research and analytics business, Kantar Media, a world leader in audience measurement,
has conditionally agreed to acquire Civolution’s Nex- Tracker audience measurement and SyncNow second screen audio watermarking business. The acquisition will build on Kantar Media’s significant global presence and activities in digital audience measurement across all media in over 60 countries. The acquired business is based in Rennes, France and is recognised as a world leader in audio watermarking technology, which is deployed in hundreds of channels worldwide.
The SyncNow business allows second screen devices, such as tablets and smartphones, to automatically sync to TV content through watermark detection. The NexTracker audio watermarking technology identifies viewing of content across TV, tablet and mobile screens, enriching Kantar Media’s existing techniques to meet the digital measurement needs of advertisers and broadcasters.