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M&A Deal Summary

Toluna Acquires MetrixLab

On May 15, 2023, Toluna acquired media company MetrixLab from Macromill

Acquisition Highlights
  • This is Toluna’s 1st transaction in the Media sector.
  • This is Toluna’s 1st transaction in the Netherlands.

M&A Deal Summary
Date 2023-05-15
Target MetrixLab
Sector Media
Buyer(s) Toluna
Sellers(s) Macromill
Deal Type Divestiture

Target

MetrixLab

Rotterdam, Netherlands
MetrixLab is a provider of consumer insights and marketing analytics. MetrixLab helps global and local brands to drive more impact, and forges partnerships to drive sustainably equitable growth. MetrixLab is based in Rotterdam, Netherlands.

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Buyer(S) 1

Buyer

Toluna

Norwalk, Connecticut, United States
Category Company
Founded 2000
Sector Internet Software and Services
DESCRIPTION

Toluna is a provider of digital market research companies worldwide, with a strong focus on digital and automation. It gives real time access to consumers across the globe. Toluna was founded in 2000 and is based in Norwalk, Connecticut.

DEAL STATS #
Overall 4 of 4
Sector (Media) 1 of 1
Type (Divestiture) 2 of 2
Country (Netherlands) 1 of 1
Year (2023) 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2022-10-26 GutCheck

Denver, Colorado, United States

GutCheck is an online agile market research solution that enables clients to get quick consumer reads to address business questions, whenever they need to be answered. GutCheck was founded in 2009 and is based in Denver, Colorada.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2025-02-03 Precision Sample

Denver, Colorado, United States

Precision Sample has advanced online research with its proprietary Infinity platform, delivering faster, reliable data collection with unmatched precision. Precision Sample was founded in 2009 and is based in Denver, Colorado.

Sell -

Seller(S) 1

SELLER

Macromill

Tokyo, Japan
Category Company
Founded 2000
Sector Information Services
Employees2,637
Revenue 40.6B JPY (2023)
DESCRIPTION

Macromill is a provider of internet research services. Macromill was founded in 2000 and is based in Tokyo, Japan.

DEAL STATS #
Overall 1 of 1
Sector (Media) 1 of 1
Type (Divestiture) 1 of 1
Country (Netherlands) 1 of 1
Year (2023) 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2017-12-07 Centan

Chiyoda, Japan

Centan, Inc. is a marketing consulting company based on neuro science expertise. Centan, Inc. was established in 2000 and is based in Chiyoda, Tokyo.

Buy -
Mergr

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