Buzzmetrics Buys Intelliseek, Merges with Nielsen

Buzzmetrics has announced the acquisition of Intelliseek – both companies offer solutions for tracking consumer-generated media. But, in a twist, the newly formed company will operate under the “Nielsen BuzzMetrics” brand and be headquartered in New York. Why? It seems VNU, parent to ACNielsen and Nielsen Media Research, will become a majority shareholder in the new BuzzMetrics with 50.1 percent ownership.

Steve Rubel offers his thoughts.

Nielsen, like other research companies that track and measure the media, was faced with a vexing issue. Namely: How do you evolve when the very media ecosystem on which you built your business is eroding? The answer is to acquire smart thinkers who have figured out ways to analyze, measure and live in a world where the Long Tail dominates.