Macromill to Buy Yahoo's Research Arm in Japan

Online research specialist Macromill is to take over Yahoo Japan's market research business Yahoo Japan Value Insight (YVI). The deal is to be concluded on 1 August, and will be funded by the issue of Macromill stock.

Tokyo-based Macromill was founded in 2000 by President and Chairman Tetsuya Sugimoto. As well as offering online and mobile research, his firm provides data on consumer product purchases via its QPR™ product; has acquired a brand data bank company that analyzes the correlation between consumers and the brands they purchase; and has established an operation in Korea.

Last year, Macromill sold most of its shares in Asian sample specialist AIP Corporation, and instead bought Brand Data Bank (BDB), which provides marketing database services.

Since its launch, YVI has expanded its online research business by acquiring research data analysis firms Info Plant and Interscope. In addition to its Internet, marketing, and research services, YVI also taps in to research panels and Internet data from parent firm Yahoo Japan.

Once the transaction is concluded, YVI will become part of Macromill, through the issue of 22,292 shares of the latter's common stock, making YVI its top shareholder. YVI and Yahoo Japan will hold a combined 24.27% of voting rights in Macromill.

Web sites: www.macromill.com and www.yahoo-vi.co.jp .