Media Metrix Acquires Scandinavian Measurement Firm

Internet measurement firm Media Metrix on Wednesday took a step toward expanding its international capabilities, with the acquisition of Sifo Interactive Media Tracking AB in Sweden, which will be called MMXI Nordic.

Sifo Interactive Media Tracking is a company within the research and consulting division of the Sifo Group in Sweden. Financial terms of the deal weren’t disclosed, but it calls for the Sifo Group to become a minority shareholder in Media Metrix’ other European measurement division, MMXI Europe, together with the other minority shareholders – GFK and Ipsos.

“This acquisition allows Media Metrix to rapidly expand our measurement services broadly throughout the northern-most regions of Europe,” says Mary Ann Packo, president of Media Metrix.

Since 1998, Media Metrix has been working with Sifo Group to measure and report on Internet use in Norway, Sweden, and Finland. MMXI Europe handles France, Germany and the United Kingdom. The company also has partnerships or operations in Japan, Australia, and New Zealand.

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