AD Control of BMAT Music Innovators has acquired a majority stake in Metro Media System (MMS) from Media Consultants, marking a strategic leap toward amplifying the Italian advertising intelligence market and expanding globally.
Forged from the alliance of 2 Italian industry titans specialized in TV and radio advertising monitoring, this acquisition unites AD Control and MMS to lead the way in shaping the future of audio and video advertising monitoring. Together, they blend their expertise, experience, and complementary skills to deliver innovative and increasingly comprehensive services to clients.
“We are excited to combine the strengths of our companies to create the future of Audio/Video advertising monitoring. Together we are able to offer more services, a wider reach, omnichannel coverage. We are bringing together innovative industry experts and complementary cultures in the relentless pursuit of the highest quality at all times.”
Vanni Ganzi co-CEO of MMS and COO & Partner of Media Consultants
With this partnership, AD Control and MMS emerge as the preeminent source of information on Radio and TV advertising, serving the entire advertising ecosystem, including clients, advertising agents, and media centres.
“This acquisition reaffirms AD Control’s dedication to Advertising Intelligence, solidifying our presence in Audio/Video advertising monitoring in both the Italian and global markets, combining our expertise with Media Consultants’ reputation and experience enables us to offer advanced, bespoke solutions. We’re committed to strengthening our position in the Italian and global markets, and we’re excited about the opportunities ahead.”
Andrea Scarfone, Partner & CEO of AD Control and Co-CEO of MMS
BMAT’s expansive global reach, substantial technological investments, and strategic partnerships will fuel the rapid expansion of this new venture. This expansion will encompass both the Italian market and international landscape, broadening service offerings and duplicating unmatched and innovative industry standards relied upon daily by over 5,000 global music companies.
“We immediately seized the opportunity to valorise the efforts made over the years in the field of video monitoring and related services, putting them in synergy, within a group that was already established in the field of audio monitoring of advertising. The growth perspectives on the domestic market, but also and above all on the international one, made the M&A operation irresistible and indispensable”Anton Peter Margoni, Co-founder and President of Media Consultants
This strategic acquisition highlights AD Control’s commitment to leading innovation in Italy’s dynamic advertising landscape and reflects BMAT’s ethos of music innovation and global positive impact within the industry. As BMAT continues to redefine advertising monitoring and expand its presence in Italy, this transformative partnership sets the stage for significant growth.
You can download and peruse the complete release in either English or Italian.
Latest articles
March 13, 2026
First, video killed the radio star, and now AI is going after video: A study on detecting GenAI music in broadcast audio
For the past 20 years, we’ve refined how audio technologies serve the music industry, making them faster, more precise, and more reliable. We invest over €3 million annually in our in [...]
March 6, 2026
The ABCs of Women in Music Technology
Human nature has a long memory for machines and a surprisingly short one for the people behind them. We remember the technology, but less often the researchers, engineers, and visionaries, [...]
March 4, 2026
BMAT Expands Collaboration with MCT Thailand to Scale VOD Royalty Processing in APAC
BMAT, a global leader in music technology and rights and royalties data, and MCT, Thailand’s collective management organisation for composers, authors, and music publishers, are expan [...]