September 3, 2010, 12:57 PM

comScore acquires a Dutch web analytics firm

Nedstat’s products include a reporting tool for video advertisements.

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Web measurement firm comScore Inc. has bought Nedstat BV, a Dutch firm that provides web analytics services to European e-retailers. comScore paid $36.7 million for the company.

Among the products sold by Nedstat is Stream Sense, which offers retailers and marketers analytical reports that detail how consumers respond to online video advertisements. Stream Sense can help marketers determine the optimal length of a video ad and where to place it on a web site or in a marketing message, the Dutch company says.

“Nedstat’s products are recognized and embraced by many of Europe’s largest e-retailers because of its extensive reporting on visitor navigation, ad campaigns, e-commerce, streaming, mobile, Flash, social media and more,” a comScore spokesman says. “We see this as an opportunity for retailers to better understand and monetize their customers.”

Nedstat, founded in 1996, has 125 employees. It has headquarters in Amsterdam and other offices in Frankfurt, London, Madrid, Paris and Stockholm.

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