GfK Buys Iberian and LatAm Panel Firm Netquest

GfK has acquired Iberian and Latin American online panel specialist Netquest, and its subsidiary Wakoopa which provides cross-device passive measurement technology. Terms of the deal were not disclosed.

The company employs 220 staff from its HQ in Barcelona and offices in Madrid, Mexico City, São Paulo, Santiago de Chile, Bogotá, Lisbon, and New York. Netquest provides access to an invitation-only online panel comprising 1.3 million consumers covering 21 countries across Latin America, Spain and Portugal. Wakoopa, which is located in Amsterdam, offers tracking software, technology services, and support for cross-device behavioral data collection.

GfK say the acquisition will allow it to establish new, and develop existing, digital panels worldwide, while expanding its Crossmedia Link into Latin America, and growing Netquest's and Wakoopa's current business globally. Following the acquisition, Netquest will continue to operate under its existing brand name, as part of GfK's Consumer Experiences sector, and it will be integrated with the global group's existing Nurago technology.

Germán Loewe (pictured), founder and CEO of Netquest, comments: 'The new ownership creates an excellent partnership for growing our business into a truly global enterprise. With access to GfK's network and resources, we will continue to develop and deliver high-quality digital panel solutions, and we look forward to better serving international clients in the growing digital economy'.

Web sites: www.gfk.com and www.netquest.com .