The deal forms part of Experian's re-positioning of its marketing solutions business. Experian claims, for example, that Hitwise will strengthen the sales and distribution network of CheetahMail, its email delivery and analytics company.
The purchase will be funded from Experian's existing cash resources and is subject to regulatory approval. It is expected to conclude in May.
Founded in 1998, Hitwise collects and aggregates information from ISPs on how consumers use and search the internet in the UK, US, Australia and the Asia-Pacific region. It has more than 1200 clients including HSBC, Google, eBay, CBS News, IKEA, MTV and Qantas.
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