comScore, Inc. announced entry into a definitive agreement for the acquisition of Certifica, a provider of web measurement in Latin America. The acquisition helps enhance comScore’s presence and brand in the rapidly-developing Latin American market and positions the company for further expansion in the region.
Based in Santiago, Chile, Certifica has offices throughout Latin America, including Mexico, Brazil, Argentina, Colombia and Peru. The company was founded in 2000 with the goal of becoming the leading analyst and auditor of Internet traffic measurement and has won the endorsement of the IAB in several Latin American countries to publish cross site statistics on Internet usage.
The sites measured by Certifica will be available for inclusion (on an opt-in basis) in comScore’s Media Metrix 360 hybrid measurement solution, which combines panel-based audience measurement data and Web site analytics data to provide a more comprehensive view of activity, beginning in early 2010. The enhanced methodology will account for the full universe of Internet usage, including traffic from Internet cafes and mobile devices.
Under the direction of Alejandro Fosk, founder and former CEO of Certifica and now SVP and General Manager of comScore Latin America, comScore plans to sell and service the full suite of comScore products in the region.
“Latin America currently represents 9 percent of the world’s population, and although the Internet penetration there is relatively low compared to some other parts of the world, it is growing at a rapid pace, presenting growth opportunities for many advertisers and publishers. With 57 percent of the population under the age of 25, Latin America also owns the title of ‘the youngest continent’ and represents a sophisticated, engaged and connected Internet user base. This acquisition will strengthen our presence in the region and enable us to offer hybrid measurement as part of our Media Metrix 360 initiative using the same state-of-the-art measurement technologies we use elsewhere in the world.” said Linda Abraham, comScore CMO and EVP of Global Product Management.
“We are excited that Certifica’s clients will have access to comScore’s robust reporting platform, which will enable them to understand the complete digital landscape and lead to new ways to optimize their digital marketing strategies.” said Alejandro Fosk, founder and former CEO of Certifica.
comScore does not expect the acquisition to have a material impact on 2009 financial results.