Continuing the trend toward performance-based media services, Havas on Tuesday announced it has acquired a majority stake in Canadian media performance and data analytics agency Noise Digital and will integrate the Vancouver-based performance agency into Havas Media Group (HMG).

While Noise Digital will continue to operate as a free-standing brand within HMG, it will report into HMG Canada President Noah Vardon, and Havas Media North American CEO Greg Walsh.

“Noise is a market leader in Canada with an impressive track record helping brands harness and activate the power of one of their most valuable assets – their data,” Havas CEO Yannick Bolloré said in a statement, calling the acquisition and integration an “exciting growth opportunity for Havas Media Group in North America and internationally.”

Founded in 1998 by Trevor Carr, the agency has made most of its noise to date leveraging data to improve the performance of media buys for clients in CPG, consumer technology, media & entertainment, travel and healthcare categories.