Audience measurement firm Comscore this morning announced the acquisition of social media measurement startup Shareablee. Comscore said the deal would expand its offerings in social media measurement, and that Shareablee’s data would be integrated into is Media Metrix and Video Metrix measurement services, which it described as “currencies” used by advertisers to buy media.
In a filing with the Securities and Exchange Commission, publicly-traded Comscore said the total purchase price will be as much as $45 million in stock and options based on certain performance goals.
Comscore said it plans to “retain the Shareablee team” with key Shareablee execs including Tania Yuki, Greg Dale and Jonathan Lieberman “continuing in leadership roles.”
Explicit roles were not delineated, but Shareablee was founded by Yuki in 2013 afer years in senior management positions at a number of major media research companies, including a stint at Comscore developing cross-media and video measurement services.
The companies said that Shareablee measurement customers include GroupM, Mondelez, ESPN, NBCUniversal and Vox Media, and that it has built a proprietary taxonomy of more than 20 million publishers, advertisers and content creators publishing video, images and articles daily across the major social media platforms.