Arbitron has acquired the technology portfolio, patents and trade name from Integrated Media Measurement Inc., which becomes Audience Measurement Technologies Inc. Terms were not disclosed.
Announced late Monday, the acquisition of IMMI — including its technology, assets, trade name and intellectual property — gives Arbitron access to IMMI’s cell phone-based technology, which is designed to capture consumer cross-platform media usage.
IMMI’s system allows media clients to track panelists by location, for a more detailed picture of their out-of-home media consumption. Its measurement capabilities include television viewing outside the home, time-shifted and on-demand viewing, radio, DVDs, audio CDs, theatrical films, live concerts and sporting events, and cell phone videos and games.
Arbitron announced the deal at the same time as it announced its new Portable People Meter device, PPM360, which the company hopes will someday allow PPM technology to migrate to other mobile devices.