ComScore And M:Metrics Team Up For Better “Mobile Measurement”

ComScore, a leader in “digital measurement” on PCs and the likes has acquired M:Metrics, an emerging leader in “mobile measurement,” in a $44.3M deal. With the need for better mobile metrics, and a wider range of products and services for it’s over 950 clients, it...

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ComScore, a leader in “digital measurement” on PCs and the likes has acquired M:Metrics, an emerging leader in “mobile measurement,” in a $44.3M deal. With the need for better mobile metrics, and a wider range of products and services for it’s over 950 clients, it was only fitting for ComScore to add M:Metrics to become the clear leader in the strategically important mobile Internet market.

ComScore plans to expand it’s “metered panel” and will begin offering measurement of combined Internet usage across both PCs and mobile-based online access platforms to provide an all-in-one analytical solution. With the increase in mobile-device internet usage, as well as increased speeds at which people can access the mobile web, it’s become even more important for providers to monitor usage and to leverage that new data to enhance their services. ComScore aims to do just that with it’s new acquisition. Dr. Magid Abraham, CEO of ComScore had this to say…

“…Our acquisition of M:Metrics makes comScore an immediate market leader in this space and positions comScore to deliver significant shareholder value as wireless carriers, telecom equipment providers, media companies, advertising agencies, online publishers, and marketers extend their reach into the mobile Internet world. M:Metrics brings compelling products and an established, customer base of over 180 clients. Adding comScore’s capabilities and scale to this mix will significantly enhance the company’s future growth and performance…”

When it comes to mobile marketing, analytics can be a very important tool in determining how and when to start your campaign. M:Metrics has a service dubbed “M:Ad” that claims it provides “Mobile Advertising Intelligence” that will utilize it’s large proprietary data collection technologies and “measurement science expertise” to provide a glimpse into “who’s advertising what, where and when on mobile.” This information, combined with the PC-based metrics of ComScore should prove to become an all-in-one solution for cross-platform marketing. We’ll see…

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