New York-headquartered Vivvix will combine Kantar’s syndicated media coverage and Numerator’s advertising creative data insight platform to offer insights across digital and traditional media, including mobile apps, streaming and social media.

Kantar acquired Chicago-based Numerator in 2021, with the deal bolstering Kantar’s presence in the US and Canada.

Andrew Feigenson (pictured), who joined Kantar as head of advertising intelligence in 2021, will lead the new business as chief executive.

Vivvix will offer a single insight platform for brands, advertising agency holding companies and media owners, with tools including including artificial intelligence-based reports, ad search, personalised dashboards and campaign alerts.

Ahead of its official launch, the business has been working with Citizens Bank on cross-channel analysis and a view of competitors’ market presence.

Feigenson said: “We are dedicated to exposing the blind spots in today’s advertising ecosystem and providing a 360’ view of the media landscape.

“As an independent business, Vivvix will invest heavily in technology that grows our clients’ success rate with faster and more insightful views into their landscape.”