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For $22 million, majority in stock, comScore adds to its analytics machine
Digital analytics company comScore announced Wednesday that it has agreed to acquire AdXpose, a provider of digital advertising analytics solutions, for $22 million in stock. The transaction is expected to close in about two weeks.
Headquartered in Seattle with offices in New York, AdXpose had raised capital from Draper Fisher Jurvetson and Ignition Partners. No word yet on whether the acquired company will keep its old digs or move in with comScore at one of its many global locations.
AdXpose offers SaaS technology designed to optimize digital advertising campaigns on both the publisher and advertiser ends. “Actionable optimization metrics” capturing billion of campaign data points were fundamental to that solution, which is why a data-hungry group like comScore found value in the company.
“Through the integration of [AdXpose’s] capabilities, comScore will be able to further its mission to develop the most comprehensive end-to-end suite of digital advertising analytics,” said Dr. Magid Abraham, comScore President & CEO. “With audience-buying becoming increasingly prevalent in digital media planning today, there is a growing demand for analytical tools that enable greater transparency and accountability in ad delivery. The AdXpose technology will enable comScore to bring this important dimension of advertising effectiveness to its clients."
comScore also reported its second quarter earnings on Wednesday, which increased 38 percent over Q2 2010 to $58.1 million. Adjusted EBITDA grew 23 percent from $9.0 million in Q2 2010 to $11.1 million this latest quarter.
The company does not expect the acquisition of AdXpose to have “a meaningful impact on revenue in 2011.”
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