Founded in 2008, Cambridge-based Intrasonics offers audio watermarking and digital fingerprinting technology that can be used in audience measurement.

The company has been a partner in Ipsos’ development of its passive TV and radio measurement system MediaCell, which forms part of its recent contract win to deliver audience measurement in the Netherlands.

Its digital encoding and fingerprinting technology is used to synchronise mobile phones to radio or TV broadcasts through an app.  

The acquisition is part of a push from Ipsos to increase its expertise in the area of digital audience measurement and expand its offer in audio, digital and TV content recognition.

Liz Landy, audience measurement global service line leader at Ipsos, said: “With the rise of digitally streamed media, audio watermarking is crucial to help understand how and where audiences are consuming different types of content.

“Intrasonics has been a key partner in helping us authenticate audience behaviours for Ipsos iris in the UK. This acquisition is another step to ensure that we provide our clients with future ready products.”

Ginus Tiemessen, founder of Intrasonics, said: “I am proud that our close cooperation 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.”

The financial terms of the acquisition have not been disclosed.