comScore has purchased mobile metrics shop M:Metrics for $44.3 million. With one costly swallow, the buy significantly increases comScore's stake in the fields of mobile browsing and mobile ad metrics.

The acquisition includes mobile trends tracker MobiLens, a display ad tracker, and the MeterDirect mobile user panel. comScore plans to increase the size of the MeterDirect panel, which currently sits at 4,000 members.

The M:Metrics acquisition is expected to turn a profit by year's end.