ComScore acquires mobile measuring firm M:Metrics

29 May 2008

Digital metrics firm ComScore has acquired M:Metrics, a specialist in measuring the mobile sector.

The acquisition augments ComScore’s capabilities in measuring the mobile internet market and adds to its expertise in measuring PC-based internet usage.

The transaction involves a cash payment of US$44.3m and the issuance of approximately 50,000 options to purchase shares of ComScore common stock to certain M:Metrics unvested option holders.

US firm M:Metrics’ three primary measurement products are: 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 over 40,000 mobile device users; MeterDirect, an on-device meter that passively measures the mobile internet behaviour and media consumption of more than 4,000 phone users; and M:Ad, a tracking service for mobile advertising.

“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 Dr 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 chief executive officer, and Seamus McAteer, chief product architect, will join ComScore’s management team.

M:Metrics’ revenues are currently forecast to be approximately US$11m to US$12m for the full year 2008, and will contribute US$6.5m to US$7m to ComScore’s reported revenues for 2008 post-closing.

By Niall Byrne