ComScore Snatches Up M:Metrics for $44 Million

ComScore has acquired mobile measurement firm M:Metrics for $44.3 million in a cash deal that closed today. The purchase is partly an answer to last year’s acquisition of M:Metrics competitor Telephia by Nielsen.

M:Metrics has three main products. One is a monthly online survey, MobiLens, that measures overall mobile use trends including demographic trends, device types and data consumption patterns. The second is a 4,000 member mobile panel called MeterDirect. The third is a competitive ad tracking service for mobile, launched in late 2007, that tracks and reports on clickable display ads.

ComScore CEO Magid Abraham said in a statement the company would increase the size of M:Metrics’ panel and offer customers combined Web/mobile use reports.

“We see compelling opportunities to increase the market penetration of M:Metrics… products within comScore’s customer base,” said Abraham in the statement. The firm also aims to “cross-sell comScore’s portfolio of products into the wireless industry, including the major carriers and device manufacturers,” he added.

M:Metrics CEO and President Will Hodgman and product head Seamus McAteer will join comScore’s management team. M:Metrics is not profitable, but ComScore expects it to surge into the black by Q4 2008 and to be a “significant positive contributor” to its own earnings in 2009. M:Metrics revenues are forecast to be approximately $11 million to $12 million for full year 2008.

M:Metrics’s unvested option holders will be granted options to purchase approximately 50,000 shares of comScore stock. The Jordan, Edmiston Group represented M:Metrics in the transaction.