Experian Buys Hitwise For $240M

Costa Mesa-based Experian announced Thursday morning that it has acquired Hitwise, a Internet marketing analysis firm based in Melbourne, New York and London. The deal was worth $240M in cash. Hitwise is a aggregator of traffic information from Internet Service Providers, which it sells to companies looking to understand demographics, traffic patterns, and visitor behavior. Experian said that Hitwise is expected to generate sales of approximately $40M for the year ending March 31st. Hitwise will become part of Experian Marketing Solutions.