Nielsen Acquiring Informate Mobile Intelligence

smartphoneNielsen has confirmed to MMW that it has completed its acquisition of Informate Mobile Intelligence, a provider of mobile usage measurement across key markets.

Nielsen and Informate Mobile Intelligence have been working together for nearly half a decade to leverage innovative smartphone metering technology to provide insights into evolving consumption patterns of mobile device users, a provided statement reads.

During this time, the alliance was able to expand its client base across multiple sectors including media, telecom, e-commerce and fast moving consumer goods.

As the world leader in providing insights to understand consumer behaviour and Total Audience measurement, the acquisition of Informate Mobile Intelligence will help Nielsen enhance its measurement portfolio in the mobile space in key markets across Europe, Asia-Pacific, Latin America and Africa. The acquisition’s primary objective is to enable Nielsen’s Total Audience measurement strategy in developing and international markets—measuring audiences where, when and how they consume content.

“Around the world, we are increasingly seeing the need from media owners to better understand audiences across screens to drive programming and monetization decisions,” said Erica Boyd, Nielsen’s International Digital and Total Audience Leader. “Likewise, brand advertisers and their agencies are demanding transparency around who saw their advertising to drive efficiencies in media planning and buying. This acquisition allows us to combine assets from both Nielsen and Informate to respond faster to industry trends across international markets.”