comScore Buys Web and Video Specialist Nedstat

US-based online measurement giant comScore has acquired Dutch web analytics and video measurement firm Nedstat for around $36.7m.

Founded in 1996, Nedstat employs 125 people at its HQ in Amsterdam and offices in Frankfurt, London, Madrid, Paris and Stockholm.

Its flagship product Sitestat aims to make users' online experiences more personalized and relevant, while its Stream Sense video analytics solution measures click behaviour during ad messages.

Using these tools, Nedstat recently helped sports broadcasting network Eurosport introduce a new system to measure mobile Internet and mobile consumption; and Swedish television research specialist MMS to offer unified measurement of web-based TV.

comScore says that the acquisition will accelerate its global expansion strategy, particularly in Europe, while strengthening its Unified Digital Measurement (UDM) platform - which combines panel-based audience measurement with census-level data to provide a holistic view of digital consumer behaviour.

comScore President & CEO, Magid Abraham describes Nedstats's tools as 'detailed and flexible' and comments: 'We are committed to using Nedstat's technology to develop new applications, greater scalability, a more expansive data set, and a unified and consistent view of audience statistics.'

As part of the deal, Nedstat's CEO Michael Kinsbergen (pictured) will join comScore's advisory board. In addition, the firm's Chief Technology Officer Fred Appelman, and co-founder and Chief Innovations Officer Michiel Berger will join comScore in senior strategy and technology roles.

'comScore's 'UDM' platform presents a compelling vision of the future of digital measurement,' says Kinsbergen. 'We believe that Nedstat web analytics can add substantial value for clients when combined with this platform.'

comScore says it expects the Nedstat acquisition to contribute approximately $4m of additional revenue for the remainder of 2010.

Web sites: www.comscore.com and www.nedstat.com .