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Audience measurement firm comScore (NSDQ: SCOR) has acquired ad researcher ARSgroup. This is the latest in a growing list of analytics company M&As, as providers look to become a one-stop shop for cross-media data. The amount wasn’t initially disclosed, though comScore said the deal was all in cash. As a number of the leading analytics companies — Nielsen, Omniture (NSDQ: OMTR), Quantcast, to name a few — develop a wider array of research functions and services, the companies are under more and more pressure to keep up. The insatiable desire on the part of marketers and media companies for better ROI through increasingly sophisticated targeting has fueled the recent acquisitions of audience measurement/analytics firms this past year. Meanwhile, the proliferation of companies in the analytics space has also help drive consolidation the last few months.
In addition to expanding into other services beyond online audience measurement, comScore has also been looking abroad. Last October, it acquired Latin American web researcher Certifica as part of those efforts in the wake of Adobe’s $1.8 billion merger with Omniture in September.
ComScore expects the acquisition of ARSgroup to close by March. It will be renamed comScore ARS and its CEO Jeff Cox will be named an EVP of comScore. Release