MUMBAI : comScore is acquiring AdXpose, a digital advertising company, for $22 million in a primarily stock-based transaction.

comScore has expressed interest in AdXpose‘s ad verification and optimisation analytics solutions, which are complementary to its existing ad effectiveness product suite.

comScore president and CEO said through the integration of these capabilities, comScore will be able to focus on developing the most comprehensive end-to-end suite of digital advertising analytics.

"With audience-buying becoming increasingly prevalent in digital media planning today, there is a growing demand for analytical tools that enable greater transparency and accountability in ad delivery. The AdXpose technology will enable comScore to bring this important dimension of advertising effectiveness to its clients", Dr. Abraham added.
 
AdXpose president and CEO Kirby Winfield stated, "The AdXpose team is thrilled to join comScore to help take our ad verification and optimisation solutions to the next level. comScore is at the center of the digital media planning universe, and in our view this business combination represents the most effective way to introduce our capabilities to a much broader footprint of advertisers and agencies. In addition, the ability to leverage comScore‘s existing ad effectiveness capabilities will allow us to bring new value to the campaign planning and verification process."

comScore expects the transaction to close in approximately two weeks, subject to customary closing conditions, and does not anticipate a meaningful impact on revenue in 2011.