Audience measurement firm comScore has bought the product division of Nexius, a company that provides consumer insights to telcos. The big question that Washington, DC-based Nexius’ solutions answer is what sort of services subscribers want, so companies have a sense of where they should focus their capital expenditures. The deal comes as analytics and marketing, especially in the mobile area, remain a hotbed of M&A activity.
comScore (NSDQ: SCOR) wouldn’t say what the pricetag on this acquisition was, but it did anticipate that the Nexius purchase will add about $4 million in revenue to the company this year. The acquisition is Reston, VA-based comScore’s most recent since February, when it bought ad researcher ARSgroup.
With Apple’s iAd system launching today, and the mobile space in general heating up in terms of smartphone users and app downloads, comScore is trying to best position itself in an already crowded field. Aside from Nielsen, which has been working on synthesizing its audience measurement across all screens, there’s mobile app analytics startups like Flurry to contend with. comScore will integrate Nexius’ products division into its existing Telecom and Wireless Practice.
CEO and co-founder Nadim “Ned” Taleb co-founder, Nabil, Nadim’s brother, will join the comScore senior management team and will become EVP of comScore Wireless Solutions. While Nexius’ products division is coming under comScore, the rest of the company is being spun off into a consultancy called Nexius Solutions, headed by Nadim. Release