Comscore, the TV, and digital measurement firm announced recently its acquisition of Shareablee, an intelligence platform targeting a social media-oriented audience. The deal has been closed for $45 million.
Comscore CEO Bill Livek said-
“The reason we did the deal is that the customers in our digital business told us they want Comscore to do a lot more in social and that they view Shareablee as the Comscore of social.”
Livek also shed light on the fact that two of Comscore’s former employees are Shareablee’s top leaders, namely Tania Yuki (CEO) and Gregory Dale (Chief Operating Officer). This is perhaps why Livek calls this arrangement a “natural fit.”
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Comscore’s senior leadership team will include Yuki, Dale, and CTO Jonathan Lieberman. According to Livek, the objective is to draw into their knowledge and leverage Shareablee data to strengthen Comscore’s digital media measuring tools. Furthermore, following the merger, Comscore intends to keep Shareablee’s entire workforce.
According to Livek, one of the main reasons for the Shareablee acquisition is to enable Comscore to provide its digital customers with a more comprehensive view of their campaigns’ overall reach through a single measurement platform.
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According to him, the transaction cements Comscore’s position as a provider of cross-platform audience measurements, which is critical in the company’s continued attempts to compete with Nielsen. It’s a good moment to take market share right now. Today’s media ecosystem, where advertising is viewed in real-time and measurement is based on user-level impressions, challenges Nielsen’s conventional panel-driven methodology.
Livek commented –
“What customers want is a one-stop shop, [and] they want great measurement across all platforms. This is another brick in the never-ending building of us showing our customers that we’re committed to their content.”
For now, Shareablee will continue to function as a distinct company for the time being. In the new year, Comscore will outline its plans to integrate the firm.
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