Ray Wang, principal analyst for Constellation Research, agreed: “Experian is focusing on its core business, hence this divestiture.”
With Symphony’s acquisition, Simmons Research will become a standalone business permitting greater focus on measurement, data quality and cross-channel consumer and media research, according to Pat Pellegrini, GM of Simmons Research.
Hitwise goes to Connexity, an STG portfolio company focused on shopping insights, activation and lead gen.
Simmons’ opt-in panel, Simmons Connect, which is designed to gauge consumer activity across devices, was a big driver in STG’s investment, said Treadwell.
A key component of one STG portfolio company, measurement firm SymphonyAM (Advanced Media), is combining attitudinal (or survey-based) data with behavioral insights through mobile device meters.
“To date, we have been profiling our … panelists on a quarterly basis, which allows us to understand the media behavior of numerous demographic and psychographic consumer profiles,” explained Charlie Buchwalter, CEO of SymphonyAM.
Symphony’s acquisition of Simmons and its National Consumer Study, based on 40,000 consumer respondents, he said, “will enhance the value of our service by generating more highly granular and robust consumer profiles.”
Symphony Technology Group is the latest ad and mar tech acquirer in a string of recent private equity investments. Vista Equity Partners acquired a majority stake in Mediaocean, Cathay Capital invested in Smart AdServer and HGGC acquired a majority stake in both Selligent and StrongView.