Mobile Research Labs Buys US Firm

Israeli measurement technology firm Mobile Research Labs Ltd. (MRL) has acquired US-based media monitoring firm Mediaguide, Inc. Terms of the deal were not disclosed.

Mediaguide offers audio media monitoring and content recognition services and technologies, including automated ad identification software deployed internationally since 2002. Applications include monitoring of radio, television and the Internet; mobile-based, real-time apps to identify what's playing; and the tracking of content for protection purposes. Clients include market researchers, record labels, broadcasters and advertisers.

MRL offers proprietary mobile-phone-based media-measurement and contextual interaction technology, including the mMediaR solution, to clients split between market research providers and big brands.

Mediaguide CEO Steven Lubin (pictured) will become MD of a new wholly-owned MRL subsidiary, Mobile Research Labs Inc., leading North American operations, and his team will remain around him in King of Prussia, PA.

Omri Halevi, CMO of MRL, says that in addition to providing a good base for US operations, Mediaguide 'will complement his firm's technology portfolio 'perfectly, bringing all the necessary skills and qualities to help us enrich our global TV and media strategy and expertise in audience measurement and insight'.

Web site: www.mobileresearchlabs.com .