Jun
24
2019
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Comscore raises $20M with an option to bump it to $50M, in a bid to rebuild its digital measurement business

Comscore’s name is usually in the news because of its widely-cited research and stats around media traffic and other analysis charting digital consumer behavior. More recently, it’s been coming up for another reason: ongoing corporate upheaval and its tumbling stock price. Today comes the latest development in that story: the company announced that it has raised $20 million, with the option of increasing the sum to $50 million, from a firm called CVI Investments.

“This transaction strengthens our balance sheet and positions us to pursue our refocused growth strategy while providing the flexibility to better apply resources to meet our business objectives, and ultimately drive long-term value for our stockholders,” Dale Fuller, Interim Chief Executive Officer of Comscore, said in a statement.

As explained in the 8-K, the money is coming in the form of a share purchase that is expected to close around June 26.

Comscore did not give more specifics about how it plans to use the funding, but it comes at a tricky time, with the stock today at one point dipping to a 52-week low at $7.39/share. Earlier this year, it lost both its CEO and its president, and then this month its COO departed after less than a month with the company. Counting its current interim CEO, it has been through five CEOs in the last five years. In May, the loss-making company also announced that it would be reducing headcount by 10%, or 180 people, as part of a restructuring and effort to move into profitability.

Comscore competes with the likes of Nielsen in measuring media consumption and patterns of digital consumers, but that is not its only challenge.

The company, and others like it, have traditionally been a key component in the world of advertising, as they provide an inportant, third-party assessment of audience data, necessary for helping to plan media spend and campaigns. But the rise of adtech and marketing tech, and a new array of places where ad inventory is placed beyond websites, has created a new level of more granular measurements and customer demands, so part of the challenge for Comscore has been to build new products to meet those new scenarios.

Its most recent series of executive departures and workforce reductions have not been the first faced by the company: it has also been the subject of an SEC investigation into its accounting practices, having admitted in 2018 that it overstated revenues by some $127 million resulting from a long-term WPP partnership. Prior to that, longtime CEO Gian Fulgoni left the company over the same problem.

Last year, it was reported that Comscore had engaged Goldman Sachs to reach out to parties potentially interested in acquiring it, including strategic acquirers operating in a similar space and buyout firms. The talks were never confirmed and nothing ever materialised at the time.

The company’s market cap is now at around $460 million, having seen its share price decline drastically since 2015.

 

Feb
01
2016
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Audience Measurement Consolidates As ComScore Closes $768M Rentrak Acquisition

ruler Some more consolidation in the online measurement and analytics space: today comScore has announced that it has closed its $767.7 million deal to acquire Rentrak in an all-stock deal that brings together Rentrak’s TV and cinema audience tracking business with comScore’s business covering Internet and mobile audiences to better compete against the likes of Nielsen. The deal was… Read More

Nov
05
2015
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ComScore Sells Digital Analytix Business To Adobe En Route To Buying Rentrak For $732M

Big Data concept picture with ones and zeros going off into infinity. While online traffic measurement firm comScore moves ahead on its $732 million deal to acquire Rentrak, it’s selling another part of its business as it continues to streamline: today comScore announced that Adobe would buy comScore’s Digital Analytix big data business intelligence service, in a deal Adobe says will close in December. The moves underscore how comScore is… Read More

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