Ipsos has announced its acquisition of Intrasonics, an audio recognition technology company based in the UK. As per Ipsos’ press release, this move marks the company’s strategy to increase its expertise in the field of digital audience measurement, in addition to offering new capabilities in the area of audio, digital and TV content recognition.
Intrasonics has partnered with Ipsos in helping to develop the latter’s proprietary passive measurement solution – MediaCell.
Outlining the India implications of the move, Amit Adarkar, CEO, Ipsos India, said, “It boosts our audience measurement offering, providing clients with the most updated technology in measuring viewership or listenership, especially in the times of multiple screens.”
Ginus Tiemessen, founder of Intrasonics, said, “I am proud that our close co-operation has become permanent. The combination of Ipsos’ global audience measurement network with Intrasonics' high-tech competence centre in Cambridge will offer great opportunities and even better service for all our clients. The team is eager to help create the new product market combinations that this collaboration will bring.”
Added Jerome Schalkwijk, MD and chief technology officer, Intrasonics, “We're very excited to combine our expertise and passion for audio technology with Ipsos' understanding of market research and their global reach. Together, we're perfectly positioned to develop new markets and to revolutionise the audience research market."
Didier Truchot, Ipsos’ CEO and chairman said, “This acquisition allows Ipsos to couple its audience measurement capabilities with the latest technology and techniques. We are proud to welcome Intrasonics to the Ipsos family and take a new step to help clients understand how audiences are consuming new media.”