Online market research giant tns snaps up boston's compete

Compete, formed eight years ago, gathers its data from its own panel and from human relationship with ISPs. It will continue to operate as a offprint entity after the acquisition, but its clickstream data will be merged with TNS's large-scale consumer research and ad measuring efforts, according to Compete's official company blog.

"Marrying online and offline consumer data with media disbursement and exposure is the Holy Grail of selling," said the blog. "All of our seller, agency and media spouse will benefit from entree to new consumer, brand and media research... It's a big, exciting vision that neither company could do on its own."

Many marketers know Compete for the traffic research tools offered free on its Web site, but the company makes its money by merchandising custom marketplace analysis study to a figure of verticals, including automotive, media and telcos. It offering other paid tools as well, including its hunt analytics merchandise.

The companies declined further comment on the deal.

though Compete lost $4.5 1000000 last year -- a loss it property to "edifice its panel and industry expertise" -- its 2007 annual revenue of $14.9 1000000 was more than 50 percentage higher than the 2006 fig. Compete had gross plus of $11.2 1000000 at the end of the year.

In its statement, TNS said it will apply to its electric current panels Compete's ability to profile, measure and section online behaviour. That attempt will begin in the United States, where TNS has an entree panel of more than a 1000000 people, earlier being applied to the company's entire panel web.

"In the longer term, we will look at the opportunities to add further value by using our Worldpanel, Retail & Shopper and audience measurement capabilities to integrate data on purchasing and viewing behavior with internet search and shopping behavior," said TNS Chief Executive David Lowden. "We believe this will allow TNS to develop new syndicated and custom products, unique in our industry."This story was updated to add details on Compete's business model.