"Marketers are looking much more globally than they ever were before, not necessarily for a single solution, but at least a roster of solutions," Paull said. "Having the ability to sit with them in Singapore, Shanghai, London, New York-those sorts of capabilities are really important now."
"We've been supporting them in markets where they don't have offices, and it's been working really well," he said. "It's given us a chance to see their culture and their way of working."
R3 is the second acquisition in the past six months by MediaSense, which is majority-owned by U.K. private equity firm Apiary Capital.
With R3, the company's headcount expands by 30% to more than 230 people and will collectively support brands spending more than $60 billion annually, according to a release.
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