Nielsen And Mediamark Prep Mobile Audience Measurement Tool

The Nielsen Company is teaming with fellow researcher Mediamark on a service that aims to provide better targeting for mobile ad campaigns. The two will develop a joint database, called Mobile-MRI, that will encompass behavioral, psychographic, demographic and product usage info on mobile users. Work on Mobile-MRI builds on the existing partnership between Mediamark and Nielsen Online. As a result of coming together with Nielsen on mobile, Mediamark has ended its previous arrangement with M:Metrics — which was acquired by Nielsen rival comScore (NSDQ: SCOR) in May — on sharing measurement data. In the case of Nielsen, the collaboration represents another in a series of steps lately to connect online and mobile data analytics. Release