Alexa.com Competitor Compete.com Acquired

TNS, a world leader in market information and insight, announced that it has agreed to acquire Compete.com for a total of US$150 million. An initial cash payment of US$75 million will be made upon closing and the remainder will be payable upon performance targets being met over several years.

Compete.com provides online traffic metrics about web sites very much like Alexa.com, comScore and Hitwise - which was acquired last year by Experian for US$240 million.

Compete conducts continuous analysis of internet clickstream data from close to 2 million people received from its own panel and from internet service providers. They uses proprietary data methodologies to normalise this data, making it representative of the entire US online market place. This information is used to measure how consumers consider, engage with and buy a client’s products or services online, relative to those of its competition. This ability to analyse online behaviour before a purchase is made enables Compete to advise clients on how to target online communications to individual consumers, to influence both their online and offline purchasing behaviour. It specialises in the telecoms, media, automotive, travel, financial services and online search.

As internet usage and e-retailing increases, clickstream data is expected to become a significant information source around which market research and analysis is based. Recent estimates suggest that the US market in which Compete operates will grow from $325 million in 2007 to $500 million in 2009.

Compete.com won the award for the "Best Content Search Engine" at Searchnomics 2007.