Adwanted buys SRDS from Kantar to support print ad sales with data

Dive Brief:

  • Adwanted Group bought media comparison company SRDS (Standard Rate & Data Service) from Kantar Media to expand its services for buyers of print advertising. Adwanted is an ad tech firm whose programmatic platform sells ad inventory in more than 125,000 publications worldwide, per an announcement shared with Marketing Dive.​
  • Adwanted plans to integrate SRDS’s data on more than 6,700 U.S. business-to-business (B2B) and consumer magazines with its platform of private marketplaces (PMPs) for publishers. Adwanted previously had exclusive rights to license the data from SRDS, which was acquired by Kantar in 2009.
  • Adwanted also will modernize SRDS’s operations
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