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Arbitron Buys Assets of IMMI

June 22 2010

Arbitron has acquired the technology portfolio, patents, and trade name of audience data firm Integrated Media Measurement, Inc. (IMMI), including its cellular phone-based technology, used to capture consumer cross-platform media usage.

The vendor corporation will now take the name Audience Measurement Technologies, Inc.

Towards the end of last year, IMMI rolled out a new media measurement platform focused on online consumer behavior, and announced the grant of a US patent for its proprietary audio matching technology, which uses a mobile phone-based digital monitoring system to continuously track 'almost all media', including TV, radio, mobile and online. At the time, IMMI said its tool was the only multi-screen, single-source multiple-platform measurement system available.

In January 2009 San Mateo, CA-based IMMI named veteran media and ad measurement executive Bill McKenna as its new President and CEO. McKenna was previously involved in WPP-owned KMR's decision to invest $25m in IMMI.

IMMI was previously involved in the launch of an out-of-home television viewing measurement service, with partners Nielsen - shuttered in November 2008 with the partners blaming difficult economic times.

Web sites: www.immi.com and www.arbitron.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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