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Bain Capital sells Kantar's SRDS to Adwanted

Bain Capital Private Equity LP sold SRDS Inc. of Kantar Media Intelligences Inc. to Adwanted SAS in an all-cash agreement.

Financial terms of the transaction were not disclosed.

SRDS locates and compares digital and traditional media across business, consumer and geographic audiences.

Prior to the deal, Adwanted had exclusive rights to license SRDS data on more than 6,700 business-to-business and consumer magazines in the U.S.

In 2019, Bain Capital acquired a 60% stake in Kantar from WPP.