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Adthena acquires Kantar's AdGooroo to build up search market intelligence

Adthena acquires Kantar s AdGooroo to build up search market intelligence
Details
25 January 2021
Intelligence platform for paid search advertising Adthena has acquired Kantar’s paid search offering AdGooroo. The move is said to bolster Adthena’s standing as the leader in search market intelligence for both brands and agencies. Through this acquisition, Kantar s clients will be able to tap into Adthena’s AI-powered search intelligence product suite.
Ian O’Rourke, CEO and founder of Adthena, said the acquisition will enable Adthena to break new ground for brands and agencies while also helping it to continues its growth trajectory. He added: 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. ....

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Search trends: how will search marketing and SEO evolve in 2021? – Econsultancy

December 18th 2020
15:59
Content
2020 has been an eventful year for SEO practitioners, PPC specialists and anyone working in the field of search marketing.
With so much of our lives, particularly in the realm of commerce, abruptly shifting online, search volume has proliferated and become a crucial window into evolving consumer preferences, needs and habits. Google has made new search marketing tools available for free to aid businesses, and in a major move, turned Google Shopping into a free-to-list environment, beginning with the United States and rolling out to the rest of the world as the year progressed.
Cash-strapped businesses have relied more on organic search optimisation for visibility as advertising budgets have been pulled, which has lent a new prominence to the role and skills of the SEO. Add to that the announcement and impending rollout of Google’s new ‘Page Experience’ update that will take various user experience signals into acc ....

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