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Nielsen Teams With MRI on Mobile Advertising Metrics

By Jason Ankeny

Information and media firm The Nielsen Company's Nielsen Mobile unit announced an agreement with multimedia research data provider Mediamark Research & Intelligence to jointly launch Mobile-MRI, an integrated database tracking consumers' mobile and offline media usage.

Promising mobile media producers and advertisers the metrics necessary to more effectively target audiences via mobile marketing, Mobile-MRI will offer detailed behavioral, psychographic, demographic and product usage information on mobile users, consolidating respondent-level information from Nielsen's Mobile Media Marketplace and MRI's Survey of the American Consumer in a single database. [FierceMobileContent]

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