NEWS8 February 2011

Audience research and targeting firm Mindset acquired by Meebo

M&A North America

US— Mindset Media, which produces psychographic profiles of website audiences for ad targeting purposes, has been acquired by Meebo, a developer of social networking tools.

Twelve of Mindset’s fourteen staff remain with the business post-acquisition, with two business development roles axed. CEO and founder Jim Meyer becomes senior vice president of Meebo.

Mindset has a long-standing relationship with Nielsen Online, developing audience profiles for its network of partner websites. The profiles are designed to help marketers target online consumers that fit their brand profile.

Meebo, meanwhile, is best known for its toolbar that features on some 8,000 websites and allows quick sharing of content on social platforms like Twitter or Facebook.