ComScore goes mobile with M:Metrics buy

ComScore is hoping to expand its reach in the mobile internet measurement market

Research firm comScore is to acquire mobile measurement firm M:Metrics for $44.3m.

The deal will significantly expand comScore's reach in the mobile internet measurement market.

ComScore currently measures and analyses PC-based internet usage from a variety of segments and markets.

The cash deal also involves the issuance of approximately 50,000 options to purchase shares of comScore common stock to certain M:Metrics unvested option holders.

"With the substantial growth of 3G devices and internet friendly handsets, we are now at an inflection point in internet usage on mobile devices," said Dr Magid Abraham, president and chief executive at comScore.

M:Metrics has several products that comScore will integrate into its measurement suite.

These include a syndicated monthly online survey, a passive on-device mobile internet monitoring tool and a tracking service for mobile advertising that continuously monitors clickable display advertising.

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

"The combined company will provide our customers with a compelling portfolio of cross-media online measurement and analytics," said Hodgman.