Columbia,
Md. – Arbitron, the audience
measurement firm best known for its radio ratings, said that it has acquired
the technology, patents and trade name of Silicon Valley-based Integrated Media
Measurement Inc. (IMMI).
Financial terms of the deal were not disclosed.
IMMI,
also known as Audience Measurement Technologies, measures consumers’ media
usage by installing special software on their smartphones.
The software is able
to detect audio and video media that users are exposed to throughout the day,
as well as direct Internet and streaming video activity on the phone.
The move
comes nearly nine months after Arbitron launched its cross-platform media
measurement group in a bid to expand beyond its traditional radio audience
measurement business.
Related Links:
http://arbitron.mediaroom.com/index.php?s=43&item=696
