comScore buys M:Metrics for USD44.3m

Thu May 29 2008, 18:24 PM

Web measurement firm comScore is expanding into mobile research with the acquisition of wireless analytics company M:Metrics for USD44.3m. comScore will also issue around 50,000 options to buy comScore shares to holders of M:Metrics unvested options. Following the takeover, M:Metrics president and CEO Will Hodgman and chief product architect Seamus McAteer will join comScore's management team. The announcement confirms rumours that emerged earlier this week that M:Metrics was selling to a larger company. However, VentureBeat reported that the mobile research firm was seeking a price ofbetween USD50m and USD80m.

Deal Details

Seattle-based M:Metrics provides analytics on mobile usage and trends. Its products include monthly survey Mobi Lens, mobile web measurement MeterDirect and mobile advertising-tracking service M:Ad. The firm is forecast to generate revenues of between USD11m and USD12m this year, adding between USD6.5m and USD7m to comScore’s reported revenues for 2008 post-closing.

comScore expects the acquisition to add to its EBITDA earnings by the end Q4.