Numerator being acquired by Kantar

Data and analytics company and consulting group Kantar is growing its capabilities with the acquisition of Numerator. The London-based firm will be acquiring Chicago-based consumer and market intelligence company Numerator via an agreement with Vista Equity Partners. 

Numerator uses proprietary data — including a digital panel of more than 1 million U.S. consumers — and advanced tech to create unique insights meant to help companies better understand their shoppers and identify areas for growth. 

Kantar said that the acquisition will bring on board Numerator’s data breadth, depth, methodology and distribution to the United States and Canada, noting that the companies’ combined dataset would offer shopping insights on nearly 5 billion global consumers. The company noted that Numerator also would complement its U.S. Ad Intelligence business and reflected its continued ability to work at the intersection of brands and technology. 

“In Kantar we have found a natural home,” said Numerator CEO Eric Belcher. “This is a smart, strategic move by Kantar as they expand their global influence. This combination will create even more value for our customers and for the industry overall.”

Kantar said it expects the transaction to close by Q3 2021.