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comScore Buys into Latin America
Online audience specialist comScore has agreed to acquire Santiago, Chile-based web measurement firm Certifica, expanding its Latin American footprint and positioning it for further growth there.
 Certifica was founded in 2000, has offices in Mexico, Brazil, Argentina, Chile, Uruguay, Colombia, Peru and Puerto Rico, and has won the endorsement of the IAB in several Latin American countries to publish cross site statistics on Internet usage. Sites measured by Certifica will now be able to opt in to comScore's Media Metrix 360 hybrid measurement solution, which combines panel-based audience measurement data and Web site analytics data, from early 2010.
Alejandro Fosk, founder and former CEO of Certifica, will direct operations as SVP and General Manager of comScore Latin America, rolling out the full range of comScore services.
Linda Abraham, comScore CMO and EVP of Global Product Management, comments: 'We are very excited to be joining forces with Certifica. Alejandro and his team have established a strong local presence, a high quality portfolio of services, and an excellent reputation for client service.' She adds: 'Latin America currently represents 9 percent of the world's population, and although the Internet penetration there is relatively low compared to some other parts of the world, it is growing at a rapid pace, presenting growth opportunities for many advertisers and publishers.'
Fosk welcomes the opportunity to give clients access to comScore's 'robust reporting platform' and comments: 'comScore is an ideal partner to leverage Certifica's existing expertise in Latin America and provide the market with a more comprehensive digital measurement platform that will promote the growth of the online advertising market.'
comScore does not expect the acquisition to have a material impact on 2009 financial results.
Web sites: www.comscore.com and www.certifica.com .
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