Certifica, a comScore company, is the leading analyst and auditor of Internet traffic measurement in Latin America.

The November 2009 acquisition of Certifica extends comScore Media Metrix 360™ hybrid reporting to the region and enables combined web analytics solutions with all the demographic and behavioral insights obtained through comScore’s panel-centric measurement.

Certifica Acquisition FAQ

What does Certifica do?
Certifica, founded in 2000, is the leading analyst and auditor of Internet traffic measurement in Latin America, and has won the endorsement of the IAB in several Latin American countries to publish cross site statistics on Internet usage. Based in Santiago, Chile, Certifica has offices throughout Latin America, including Mexico, Brazil, Argentina, Colombia and Peru.

Why did comScore acquire Certifica?
Certifica has established a strong local presence, a high quality portfolio of services, and an excellent reputation for client service. Latin America currently represents 9 percent of the world’s population, and the Internet penetration is growing at a rapid pace, presenting growth opportunities for many advertisers and publishers. This acquisition will strengthen comScore’s presence in the region and enable comScore to offer hybrid measurement as part of our Media Metrix 360 initiative using the same state-of-the-art measurement technologies we use elsewhere in the world.

How will customers benefit from the acquisition?

• comScore clients - In addition to the increased measurement of the regional Internet audience (including cybercafes etc), the acquisition of Certifica will help comScore offer more local in-country support, training and the ability to invoice locally.
• Certifica clients - The opportunity to automatically and cost-effectively move to “hybrid” reporting within comScore Media Metrix. This acquisition will also offer cost synergies in terms of combining web analytics solutions with all the demographic and behavioral insights obtained through comScore’s panel-centric measurement.

How will Certifica be integrated into comScore?
Under the direction of Alejandro Fosk, founder and former CEO of Certifica and now SVP and General Manager of comScore Latin America, comScore plans to sell and service the full suite of comScore products in the region. Alejandro will report to Jack Flanagan, Executive Vice President of comScore Media Metrix for North America, Latin America and Europe.

Product Integration

How will Certifica’s and/or comScore’s standard services change as a result of this news?
Post acquisition, services from both companies will continue to be delivered just as they are today, additionally an extra level of “hybrid” reporting will be available in early 2010 for Certifica customers and other companies in the region. This extra level of reporting will offer audience measurement from the shared-access universe currently excluded from comScore’s standard monthly reports.

What does this mean for the measurement of my sites?
As a “hybrid” participant, you will have all of the demographic and behavioral insights offered within the standard comScore Media Metrix reporting, along with a clearer view of your (and all of your competitors’) entire audience from outside of comScore’s current Persons 15+, home and work universe. Through MMX360, the gap between census-level data and the audience data reported within comScore will be reconciled and validated.

Are there plans to discontinue any Certifica products?
There are no current plans to discontinue any of Certifica’s current products. To the contrary, Certifica will have access to greater resources to enhance the functionality of existing products as well as develop new technologies. Additionally, this acquisition makes possible future joint product initiatives that will leverage the granularity of the Certifica site-specific data with the Web-wide view of Internet user behavior provided by comScore. More details will be forthcoming.

As a comScore-Certifica client, will I have to pay for Hybrid reporting in Media Metrix 360?
Existing comScore-Certifica clients may take advantage of panel-centric hybrid measurement (i.e., be reported in Media Metrix 360 as a hybrid site) as part of their existing Certifica subscription. This does not entitle the company to Media Metrix access, however; normal subscription rates apply.

My company is in Latin America, but we do not use Certifica for Web Analytics; can we still participate in Media Metrix 360?
For existing Media Metrix clients, this is offered as part of your Media Metrix subscription. For companies that are not clients, there is a nominal charge to participate in Media Metrix 360 measurement. Contact your comScore account manager or local comScore office for more information.

Company Integration

What will happen to the Certifica brand?
Upon the close of the acquisition, Certifica will be referred to as Certifica, A comScore company. This is a transitional brand strategy. We expect that, as soon as is practical, the Certifica corporate brand will be retired and the company will fully align behind the comScore corporate brand.

Was there a reduction in force as a result of the Certifica acquisition?
No, all Certifica employees have been maintained.

Will Certifica offices in Latin America remain in operation?
Yes, all Certifica offices throughout Latin America (including Chile, Brazil, Mexico, Argentina, Colombia, and Peru) will remain open and operational. The acquisition enhances comScore’s presence and brand in the rapidly-developing Latin American market and positions the company for further expansion in the region.

Who should Certifica clients contact for support?
Customers should continue to contact their existing account management / client service representative.