TNS will initially pay $75 million in cash for Compete and depending on revenue performance over the next two years it could pay an additional $75 million.

Compete launched in 2000 and gets its data from its own panel and Internet service providers. The company will continue to operate as a stand-alone company but will merge its clickstream data with TNS.

"Marrying online and offline consumer data with media spending and exposure is the holy grail of marketing," the Compete blog stated.

" All of our marketer, agency and media partners will benefit from access to new consumer, brand and media research that will revolutionize how they plan and measure their performance. It’s a big, exciting vision that neither company could do on its own."

Compete lost $4.5 million in 2007 "as it invested in building its panel and industry expertise." Compete’s revenue for 2007 was $14.9 million, 50 percent higher than the year before. Gross assets were $11.2 million.

"In the longer term, we will look at the opportunities to add further value by using our Worldpanel, Retail & Shopper and audience measurement capabilities to integrate data on purchasing and viewing behavior with internet search and shopping behavior," said David Lowden, Chief Executive of TNS.

"We believe this will allow TNS to develop new syndicated and custom products, unique in our industry."