Reston, Va. – comScore, a provider of Internet
audience measurement services, said that it will acquire Indiana-based
ARSgroup, a research agency specializing in the measurement of advertising
persuasion for TV and multimedia campaigns.
Financial terms of the all-cash
deal were not disclosed.
comScore said the acquisition will help it to better
measure the effectiveness of advertising in TV, online, print and integrated
cross media platforms.
"As the advertising market continues to become more
fragmented… understanding how to measure the effectiveness of one’s advertising
messages has never been more important," said Magid Abraham, the president
and CEO of comScore.
Jeff Cox, the CEO of ARSgroup, will become an executive
vice president at comScore.