Private equity-backed MetrixLab BV, a provider of online consumer research services, purchased RawData for an undisclosed price.

The deal was facilitated through MetrixLabs subsidiary, MarketTools, which will continue to provide broadcasters with cross-platform audience measurement tools through a newly formed segment called MarketTools Audience Analytics.

Salt Lake City-based RawData collects information via surveys on how consumers interact with various types of media platforms: mobile, online, television and radio.

San Francisco-based MetrixLab is backed by private equity firm AlpInvest Partners BV and venture capital firm ZekVentures.

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