Local media researcher Borrell Associates has acquired the similarly-focused Belden Interactive. Terms were not disclosed. As part of the deal, Greg Harmon, the CEO and co-founder of San Francisco-based Belden, has accepted the post of senior research analyst with Borrell.
Over the past year, the largely untapped local online ad market has gotten a lot more attention from major publishers seeking additional sources of revenue. At the same time, acquisitions in the online analytics space have also heated up, both as advertisers demands for greater ROI have been greeted with significantly more ad spending, especially for display.
Borrell has been one of the main analytics providers in terms of local online ad spending. The purchase is intended to help the company, headed by Gordon Borrell, build out its services and coverage to a greater degree. Belden, which was founded 10 years ago, has provided custom research and consulting for newspapers, broadcasters, internet media and advertisers. Lately, the company has been mostly known for its survey work. In the past two years, Belden has done more than 300 surveys. Borrell will incorporate past and future surveys into its general offerings.