VNU plans to unite Buzzmetrics, Intelliseek to create Nielsen Buzzmetrics

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New York—VNU’s online word-of-mouth research unit BuzzMetrics on Tuesday announced an agreement to acquire Intelliseek, a venture-backed online researcher, to form a combined company branded as Nielsen BuzzMetrics.

Financial terms were not disclosed. The combined company, which will be headquartered in New York, will build on search and text-based analytics to help marketers develop more effective marketing strategies, according to the companies.

VNU, parent to ACNielsen and Nielsen Media Research, will become a majority shareholder with a 50.1% stake. Intelliseek investors Blue Chip, Blue Run and River Cities Capital Funds will be shareholders in the new company.

—Carol Krol

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