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.