ComScore sells ARS copy-testing assets to MSW

MSW and ARS are both advertising research specialists.

Peter Klein, CEO of MSW, said “We have competed with [ARS] for years and I have tremendous respect for them and their products.”

Terms of the deal were not disclosed. Digital research firm ComScore began exploring options to sell all or part of ARS in August, saying it had failed to convince advertisers to buy into the idea of pre-testing their digital creative. It has owned ARS since February 2010.

ComScore CEO Magid Abraham said: “The divestiture of certain of our ARS assets will allow us to better focus our attention on ComScore’s core growth opportunities.

“We thank the employees of ARS for their service and dedication as part of ComScore, and wish them every success with MSW.”