Accenture Buys Australian Ad Tracking Firm

Management consultancy Accenture has bought Sydney-based media auditor MediaSenz, in a move it says will improve its coverage of emerging markets.

Accenture says markets like China, India, Mexico and Russia have little or no reliable data on the effectiveness of ad spending. As part of the deal, it also acquires MedizSenz's proprietary software, MediaBiz, which allows advertisers and their agencies to gain an accurate analysis of media and marketing statistics. Mediasenz and its software will be integrated into Accenture's Marketing Sciences practice. Financial terms of the deal were not disclosed.

Jeffrey Merrihue, CEO of Accenture Marketing Sciences explained: 'The acquisition of Mediasenz will allow us to reach leading marketers in the Asia Pacific region and other emerging markets and help them benchmark the quality and cost of their media investments in a fragmenting yet rapidly growing communication landscape.'

MediaSenz was founded in 2002 by Charles Godbold to help advertisers gain a better understanding of the media process by implementing system checks, providing cost comparisons and accessing post-analysis performance reporting on advertising campaigns.

Shares of Accenture fell 20 cents to $38.14 in morning trading. The firms are online at www.accenture.com and www.mediasenz.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.