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comScore acquires M:Metrics for $44M

Thu, 05/29/2008 - 8:20am
Traci Patterson

comScore has acquired mobile measurement player M:Metrics; the deal involves $44.3 million in cash and the issuance of about 50,000 options to purchase shares of comScore common stock to M:Metrics unvested option holders.

According to comScore, the acquisition makes the company the leader in measuring the mobile Internet market and adds to its position in measuring PC-based Internet usage.

M:Metrics offers three measurement products. The first is MobiLens, a syndicated, monthly online survey that captures overall mobile phone usage, including device information, data usage, media consumption and demographic characteristics of a representative sample of more than 40,000 mobile device users.

The company also offers MeterDirect, an on-device meter that passively measures the mobile Internet behavior and media consumption of more than 4,000 existing Smartphone panelists. The M:Metrics metering technology is compatible with more than 280 device models.

And M:Ad, a competitive tracking service for mobile advertising, continuously monitors clickable display ads from a representative set of mobile Web destinations to reveal leading advertisers across a variety of market segments.

comScore said that it will increase the size of the metered panel and will offer measurement of combined Internet usage across both PC and mobile-based online access platforms.

"With the substantial growth of 3G devices and Internet-friendly handsets, we believe we are now at an inflection point in Internet usage on mobile devices," said Magid Abraham, comScore's president and CEO. "Our acquisition of M:Metrics makes comScore an immediate market leader in this space and positions comScore to deliver significant shareholder value as wireless carriers, telecom equipment providers, media companies, advertising agencies, online publishers and marketers extend their reach into the mobile Internet world."

The co-founders of M:Metrics – Will Hodgman, president and CEO, and Seamus McAteer, chief product architect – will join comScore's management team.

The news of the comScore-M:Metrics deal coincided with the Nielsen Co. launching a new service, Mobile @Plan, which extends the company’s @Plan online audience profiling tool to the mobile market. Mobile @Plan will provide lifestyle and demographic information for more than 200 top mobile Web sites, allowing marketers to more effectively reach their target audience.

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