Macromill / MetrixLab Buys Acturus

Tokyo, Japan-based online specialist Macromill has acquired US-based research agency Acturus through its MetrixLab US subsidiary. Terms of the deal were not disclosed.

Acturus was formed in 2015 through the merger of consumer research and consulting firm The Pert Group and 'influencer' research specialist MSS. The firm focuses on consumers and their influencers, offering custom research-based services and multi-sponsored studies using qual, quant and advanced analytical techniques. Acturus is headquartered in Farmington, Connecticut with additional offices in the US and UK, and its most recent consolidated revenue was approximately $23m, with EBITDA of around $3m.

In a statement, Macromill said Acturus' skill sets, industry and category knowledge, and geographical reach complement its own and MetrixLab's existing business, expanding its expertise, client base and influencer solutions in the US and UK. Following the acquisition, Acturus will be fully integrated into MetrixLab, adding 80 research specialists to the company, including Acturus' three Principals: Dale Lersch, Gigi Ryan and Kevin Moran.

Commenting on the deal, Acturus President Doug Guion (pictured) said: 'Becoming part of MetrixLab and the Macromill Group is a great opportunity to combine our team's specialist skills and knowledge in influencer-focused research with those of a leading global digital research agency. It is a potent formula. Our teams and clients will gain an advantage from our extended expertise, more digital solutions and a global geographical footprint'.

Web sites: www.macromill.com , www.metrixlab.com and www.acturus.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.