Forrester Sells Internet AdWatch To Evaliant

Internet analyst firm Forrester Research has sold its European online advertising research tool to Alley-based Evaliant Media Resources, for an undisclosed sum.

The tool, based out of Forrester’s London office, tracks the online advertising of more than 15,000 companies on more than 650 U.K., French and German Web sites — similar to technology in use by groups like Taylor Nelson Sofres’ CMRi, Jupiter Media Metrix’ AdRelevance and others.

Through the agreement, financial terms of which were not disclosed, Internet AdWatch will continue to be based in London and will operate as a division of Evaliant.

Evaliant, which had been known as Leading Web Advertisers and which provides data to the online advertising industry, said its acquisition of Forrester’s Internet AdWatch tool would help it boost its footprint and research services in Europe

While the firm has maintained a European data arm since late last year, the integration of AdWatch and its staff with Evaliant’s existing setup boosts that presence, said Evaliant president Bev Andel.

Cambridge, Mass.-based Forrester, meanwhile, gains a minority equity position in Evaliant and a seat on its board of directors — not to mention a slimmed-down organization. The research house had acquired Internet AdWatch through its purchase of Fletcher Research in 1999.

“The sale of AdWatch reflects Forrester’s strategy to focus on our core business of analyzing technology change and its impact on business, consumers, and society,” said Forrester’s John Boynton, who is vice president of business development at the firm. The agreement “will allow us to maximize the long-term value of this important asset, as AdWatch will benefit from Evaliant’s sharp focus and leading market position in Web ad monitoring.”

The news comes as firms in the online research space are feeling the pangs associated with decreased demand for their services. Jupiter Media Metrix on Tuesday announced that it had undertaken sizable staff reductions to decrease its workforce by 30 percent, several months after earlier cuts of 18 percent. In July, Forrester laid off 15 percent of its staff.

Despite the problems in the sector, Evaliant chairman and co-chief executive officer Leon Liebman said the firm is optimistic about its new acquisition.

“This is a wonderful opportunity for our clients on both sides of the Atlantic,” Liebman said. “Internet AdWatch is a comprehensive addition to our suite of online advertising measurement tools, and its European market focus will enhance the breadth and depth of our existing products.”

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