Accenture announced that it was close to buying Media Audits last week.
Campaign revealed that the two parties were in acquisition talks earlier this autumn (Campaign, 9 September).
John Billett, the chairman of the rival auditor Billetts, said: "Anything that adds attention and focus to our sector and brings a new dynamic to our activity is good news."
Accenture announced that on completion of the deal, expected be within the next two months, Media Audits would form part of its 200-strong Marketing Sciences division. It refused to comment further.
Jeffery Merrihue, the former Initiative director and the current head of Accenture's Marketing Sciences arm, will become the chief executive of the division. Julian Spooner, the chief executive of Media Audits, will become the chief operating officer of Accenture Marketing Sciences.
Spooner said: "By joining Accenture, we will give clients access to more of the services they require to plan and evaluate their media buys throughout the world."