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comScore acquires web measurement company Certifica
MUMBAI: Marketing research company comScore has announced the acquisition of Certifica, a web measurement company based in Santiago, Latin America.
Certifica, founded in 2000, analyses and audits the internet traffic measurement.
The acquisition will help enhance comScore‘s presence and brand in Latin American market. Certifica has offices throughout Latin America including Mexico, Brazil, Argentina, Colombia and Peru.
Certifica measured websites will be available for inclusion in comScore‘s Media Metrix 360 hybrid measurement solution to provide comprehensive view of activity, beginning early 2010. The methodology will account for the full universe of internet usage, including traffic from internet cafes and mobile devices.
Under the direction of Alejandro Fosk, founder and former CEO of Certifica and now SVP and general manager of comScore Latin America, comScore plans to sell and service the full suite of comScore products in the region.
“This acquisition will strengthen our presence in the region and enable us to offer hybrid measurement. Fosk and his team have established a strong local presence, a portfolio of services, and good reputation for client service,” said comScore CMO and EVP of global product management Linda Abraham.
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
