Almost every week, an analytics startup in the advertising and audience measurement areas either get snapped up by a larger entity or funded. The interesting thing about Marketwire is that it’s often viewed as platform to blast out a press release. But as PR agencies increasingly target blogs or other entities outside the major media outlets, they’ve found themselves a little lost. That’s especially true as more companies desire to know when chatter about them grows on Twitter or Facebook or other social media channels.

With the purchase of Toronto’s Sysomos, Marketwire wants to be used for more than just a bulletin board for generic press releases. Sysomos, which received seed funding from Canada’s GrowthWorks and the Ontario Centres of Excellence in Dec. 2008, promises to provide a closer look at the “buzz” its clients generate apart from the general media monitoring tools.