ComScore Buys M:Metrics

Here’s a genuine surprise: ComScore, Inc. has acquired M:Metrics, Inc., a leader in mobile measurement, for $44.3 million, according to MediaPost:

“The acquisition makes comScore the immediate leader in measuring the emerging and strategically important mobile Internet market and adds to comScore’s leading position in measuring PC-based Internet usage, according to the company.”

This pits ComScore against Nielsen Mobile, another benchmark mobile tracking firm. The acquisition will give ComScore access to a number of tools, such as MobiLens, a syndicated monthly online survey, MeterDirect, an on-device meter that passively measures the mobile Internet behavior and media consumption of more than 4,000 existing Smartphone panelists, and M:Ad, a mobile advertising tracking service, according to the report.