Adthena, known for its AI-powered search intelligence, announced Tuesday the acquisition of Kantar’s paid-search business, formerly known as AdGooroo. 

Terms of the transaction were not disclosed.

The acquisition of Kantar’s paid-search assets enables Adthena to break new ground, according to Ian O’Rourke, CEO and founder of Adthena.

“As search continues to become the barometer by which all advertising efforts are measured, the importance of having access to the best intelligence possible cannot be overstated,” he said.

Clients of Kantar’s dedicated search tools will now have the opportunity to access data and insights through Adthena’s AI-powered search product suite.  

The acquisition builds on the recently announced integration partnership between Adthena and Kantar. It made Adthena the central search partner for Kantar’s comprehensive ad-intelligence tools, including Advertising Insights.

Through the partnership, Kantar integrates Adthena’s worldwide search data into its ad Intelligence platform in the United States, Brazil, Denmark and France.

The exclusive partnership expands on Adthena’s growth and cements its position as a leader in search data to give the company’s clients insight into nuances in consumer behavior across online media.

Manish Bhatia, chief global product officer for the Media division at Kantar, acknowledged that Adthena has already become a key partner when it comes to growing the search capabilities within its multimedia platforms.

Adthena supports more than 250 brands such as Progressive Insurance, Volkswagen, L’Oreal, and agencies like GroupM.