Data analytics and brand consulting group Kantar has reached an agreement to acquire the consumer and market intelligence company Numerator from Vista Equity Partners. The deal is worth approximately $1.5 billion, according to Reuters.
Numerator blends proprietary data — including a digital panel of more than 1 million U.S. consumers — with advanced technology to create unique insights that help companies understand their customers in real time and identify growth opportunities.
Kantar said in a statement that the acquisition will help the company remain “at the cutting edge of technology” to deliver data-driven insights on rapidly changing consumer behavior.
The Worldpanel division of Kantar provides currency grade data in more than 45 countries outside of North America. With Numerator’s reach in the U.S. and Canada, the combined dataset will provide insights into the shopping habits of almost 5 billion consumers globally. The acquisition also is complementary to the company’s U.S. Ad Intelligence business.
In the near-term, Numerator will continue to operate as a standalone business.