Adwanted Group, the parent of The Media Leader, has acquired advertising and media database MediaSpecs.
Founded in 2008, MediaSpecs is widely used by media agencies, ad agencies and advertisers in Belgium, Luxembourg and France.
The acquisition joins the data arm of Adwanted Group. The division comprises US-based SRDS and France’s Tarif Media, which were both acquired in 2020, and BRAD in the UK the following year.
Alongside this series of acquisitions, Adwanted had been investing in new technologies, with a team dedicated to developing AI applications for marketing and media since 2019. The group, along with Kantar Media and data scientist Gilles Santini, established a Media Intelligence and AI think-tank earlier this year in France to explore changes in the world of advertising and data.
MediaSpecs covers information including contacts and advertising rates, collecting data from 6,000 media outlets in Belgium and Luxembourg and 9,000 in France.
Emmanuel Debuyck, CEO of Adwanted, said: “MediaSpecs has been a preferred partner of Adwanted for many years. Bart Kuypers and his team bring a new approach and new technology to Adwanted.
“The arrival of MediaSpecs in the Adwanted ecosystem allows us to expand our data offering.”
Bart Kuypers, founder of MediaSpecs, added: “I am delighted to join Adwanted and to write a new page in the development of MediaSpecs in Europe by relying on the dynamism and expertise of Adwanted.
“We can strengthen our service to existing customers through the lines of business already present at Adwanted and it will be an excellent opportunity for our employees.”
