TNS Buys Evaliant Media Resources

Taylor Nelson Sofres (TNS) has this week announced the acquisition of Evaliant Media Resources LLC (Evaliant), an online ad data and analysis tool provider. The new business will be combined with the online ad tracking division of TNS CMR, enhancing its position in this developing new market.

Founded in 1998, Evaliant has established itself fairly clearly so far, and currently tracks some 100,000 brands and products across websites worldwide. This work cuts across the range of ad categories including, financial, healthcare, IT, sporting goods, books and travel. Evaliant has a client base which includes America Online, Yahoo!, CNN, The Wall Street Journal and the Financial Times. Its turnover for 2001 was US$2.3 million with a staff of 17 people.

The company uses a proprietary 'spidering' technology in its tracking. This automatically detects and records changes made to web pages. Additionally, it is thought that Evaliant is the only company to provide in-depth online ad data, and capture new advertising and advertisers on a daily basis.

Commenting on the acquisition, chief executive Mike Kirkham said, 'Evaliant has made a significant investment in its 'spidering' technology, creating one of the best proprietary systems in the industry. By combining this technology with the TNS CMR client base and marketing expertise, we will build on our leading position in this fast moving market. We will use the geographic spread of our Media Intelligence sector to offer this technology to clients around the world.'

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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