NEWS9 December 2011

GfK in deal to buy Knowledge Networks

M&A North America

US— GfK is acquiring digital research specialist Knowledge Networks and its probability-based online panel, Knowledge Panel, which it expects to help strengthen its media measurement offering.

The deal also hands GfK the Dimestore digital ad effectiveness platform, which Knowledge Networks acquired in 2009, and the Cada Cabeza panel of Hispanic consumers that came with the takeover of Garcia Research Associates earlier this year.

GfK’s chief operating officer Debra Pruent (pictured) said: “We are strengthening our expertise in digital research, rounding out our media measurement tools, increasing our presence in key client sectors and, ultimately, establishing a stronger position in the US, which is the world’s largest market research market.”

Knowledge Networks was founded in 1998 and is headed by Simon Kooyman. The venture capital-backed business is expected to generate sales of $58m this year.