comScore Acquiring Latin American Online Researcher Certifica
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In a sign of its interest in expanding in Latin America, comScore (NSDQ: SCOR) has agreed to buy web-analytics provider Certifica. It’s the latest in a wave of dealmaking in the online audience measurement space, including Adobe (NSDQ: ADBE) and Omniture’s $1.8 billion merger. The acquisition, terms of which were undisclosed, helps enhance comScore’s presence and brand in the still-growing Latin American market. Release
Aside from challenges coming from merged entities, comScore’s other rivals, such as Nielsen and Quantcast, have been stepping up their efforts as marketers’ insatiable demands for analytics keeps growing. Besides spreading out to other regions, comScore has been looking for partners it doesn’t have to buy. For example, in the recent deal with Omniture (NSDQ: OMTR) on creating a service that combines panel- and traffic-based data, comScore pointed to the alliance as a “low-cost way” to expand its customer base for its MediaMetrix 360 product, which tracks data from websites as well as ads themselves. Certifica will be available for inclusion—on an opt-in basis—in comScore’s Media Metrix 360.
SEE ALSO: Stakes Get Higher For Nielsen, As comScore, Omniture Roll Out Hybrid Measurement Product
Separately, the company posted quarterly results that were lower than analyst had expected and said it would lay off eight percent of its workforce. Read about those developments here.
Posted In: Money, M&A & Venture Capital, Mergers & Acquisitions, Research & Metrics, Countries, Latin America
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