Global digital agency Kepler Group is acquiring analytics and measurement provider Napkyn Analytics.
The move comes as advertisers are relying more on first-party data and consolidating that data on platforms including Google, Adobe and Salesforce, according to a statement by Kepler. Napkyn has experience using all three platforms.
“This deal connects Kepler’s breadth of experience across nearly every media platform and industry vertical with Napkyn’s depth of knowledge across Google-powered solutions,” said Kepler CEO Rick Greenberg in a statement. “The Media Investment Evolved research report we released this month showed that 83% of brands are planning to bring more media technology in house. With Napkyn, we can help them do just that; and with Kepler, we can help them activate it for maximum effect.”
Kepler’s recent Media Investment Evolved report found that marketers’ expectations for media agency partners have evolved over the last five years. More marketers (39%) indicated they are struggling to develop their own internal media technology compared to 33% five years ago.
Earlier this year, Kepler launched its subsidiary ADVZ, which will now collaborate under Napkyn’s leadership to give clients access to licenses and premium services across Google Cloud and Google Marketing Platform.
“Reflective of the fact that we are seeing advertisers directly contract with the major platforms, we will be acquiring one of the premier Google resellers in North America,” Greenberg told Adweek. The acquisition, he added, is a response to a growing industry trend. “Advertisers want to get closer to the technology that they are using and contract directly with it.”
With the acquisition comes leadership changes. Napkyn founder Jim Cain will become its chief innovation officer and Napkyn COO Nish Patel will assume the chief executive officer role. The Napkyn name will remain.
“Today, there are vast opportunities for marketers to harness data in sophisticated ways,” said Cain in a statement. “We felt the best way for us to help brands act on them would be to combine forces with a digital marketing powerhouse like Kepler. And I felt the best way I could personally help would be to focus all of my time on developing new services and products—and on implementing them alongside our most forward-thinking clients.”
Kepler is part of the kyu Collective alongside IDEO, Sid Lee and SYPartners. Combined with Napkyn, its clients include AT&T, American Express, Dunkin’, HanesBrands, Infiniti, J.Crew, Nissan, PepsiCo. and Sanofi.