ComScore has purchased mobile measurement firm M:Metrics in a cash-and-stock transaction. ComScore will pay $44.3 million and issue about 50,000 options to purchase shares of comScore common stock to certain M:Metrics shareholders.
The deal includes M:Metrics’ syndicated monthly online survey of mobile phone usage, an “on-device” meter that passively measures the mobile Internet and media consumption of smartphone panelists, and a competitive tracking service for mobile advertising.
As a result of the merger, comScore will increase the size of the metered panel and will offer measurement of combined Internet usage across computers and mobile 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,” Magid Abraham, comScore’s president and CEO, said in a statement. “M:Metrics brings compelling products and an established, customer base of over 180 clients.”
ComScore plans to expand M:Metrics’ market penetration with its customer base of more than 950 clients and it will cross-sell comScore’s services into the wireless industry. M:Metrics’ co-founders, Will Hodgman, president and CEO, and Seamus McAteer, chief production architect, will join comScore’s management team.