Meebo Buys Online Ad Measurement Firm

In the US, social media chat platform Meebo has acquired online ad measurement and targeting firm Mindset Media. Terms of the deal were not disclosed.

New York-based Mindset has developed what it describes as 'the world's first and only psychographic ad technology', which defines 21 specific personality traits that drive consumer choice, and then targets ads based on these definitions.

Additionally, the company offers research products, some in partnership with Nielsen, to help clients analyze their consumers and campaigns better.

Meebo plans to offer Mindset's personality-based targeting technology to its existing advertising partners, and will integrate Mindset's team of 12 into its own workforce.

'Meebo has always been about connecting people to other people and things that they care about,' states COO Martin Green. 'With the acquisition of Mindset Media, we can better connect people to the brands that are relevant to them.'

Web sites: www.meebo.com and www.mindset-media.com .