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Hitwise Acquired by Experian, $240 million in cash

Hitwise has been bought by general analytical service provider Experian (12k ee’s, 3.1bn revenue). News from Marketing Pilgrim, via TechMeme. Incidentally, Hitwise has an interesting approach to collecting stats, gathering metrics directly from ISP’s:

Hitwise has developed proprietary software that Internet Service Providers (ISPs) use to analyze website usage logs created on their network. The anonymous data sent to Hitwise from the ISPs include a range of industry standard metrics relating to the viewing of websites including page requests, visits and average visit length.

Hitwise also combines this rich ISP data with a worldwide opt-in panel to overlay demographic, lifestyle and transactional behavior across the thousands of websites that are reported on every day.

A great service (though I haven’t used it myself) built on top of a solid technology base and business model = big sale. Congrats to Hitwise!