Theorem Buys Digital Performance Benchmark Firm FaR

Digital media operations and data analysis firm Theorem has acquired UK-based FaR Partners, a data-driven consultancy which helps publishers and media owners benchmark their performance. Terms were not disclosed.

FaR's Media Agency Panel comprises thousands of decision-makers working in digital media who provide insights on the commercial performance and trends of media owners. In addition, the company offers benchmarking tools and products - such as the Media Owner Tracker and Audience Match - for broadcasters, newspapers, magazines, and other digital media owners across North America, Europe and Latin America.

Its new owner, Theorem, has offices in New York and London, and provides a range of services from data feed management to statistical modelling and custom algorithms. The firm says the acquisition will give clients access to FaR's proprietary benchmarking business tools and the industry's 'only' custom-tailored panel of media experts.

Jay Kulkarni (pictured), founder and CEO of Theorem, comments: 'Given the rapid change of pace in the digital marketing space, we have found that clients require a deeper dive into trend information specific to this sector, enabling them to benchmark performance in key market categories and develop the right strategies to create new products, enter new markets, target new audiences, and optimize revenues. FaR brings with it a unique set of skills that fits into our strategic vision and will help further accelerate our expansion globally'.

Web sites: www.theoreminc.net and www.farpartners.com .