Kantar Media today announced it has acquired research firm AdGooroo. The move rounds out the company’s portfolio of digital media measurement and analysis tools, Kantar says. The deal is effective immediately.

Adgooroo specializes in analyzing display, video, ad networks and paid search advertising. Its tools enable marketers to dig into their competitors’ estimated budgets, keywords purchased, impressions and traffic. The vendor, which was founded in 2004, says it has about 4,000 clients worldwide.

Kantar, a unit of advertising and marketing conglomerate WPP, publishes data on traffic and spending across a range of industries, including retail. However, it lacked the ability to dive deeply into search advertising data, says Terry Kent, CEO, Kantar Media North America. The acquisition will change that, he says.

“Integration of AdGooroo’s paid search monitoring and insight capabilities into the broader product offerings of Kantar Media, such as expenditure and occurrence research and insight into display, video and ad networks, will provide retailers with the ability to gain a much more holistic understanding of the digital ad environment,” says Terry Kent, CEO, Kantar Media North America.  “Kantar Media represents a one-stop centralized source for them to gain insight from and to formulate their digital advertising strategy.”

Terms of the deal were not disclosed.