Site traffic measurer Compete to be acquired

U.K.-based Taylor Nelson Sofres (TNS) is acquiring Boston-based site traffic measurer Compete as consolidation continues in the market for Web analytics that help sites boost audience and ads.

(Credit: Compete)

TNS is paying $75 million cash, plus offering another $75 million over the next two years if certain revenue performance targets are met, according to a TNS statement on Monday.

The merger will bring together Compete's click stream data from nearly 2 million Internet surfers with TNS' panel of 2 million, as well as TNS' global offline consumer market research unit, according to a Compete company blog.

Web analytics like click stream data and audience measurement figures help sites vie for online ad dollars and can be particularly helpful in economic downturns when companies are cutting back spending.

Hitwise was acquired by Experian and NetRatings was bought by Nielsen last year.