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Nielsen Acquires Mobile Measurement Firm

Nielsen has acquired Informate Mobile Intelligence, a provider of mobile usage measurement based in India.

NEW YORK�Nielsen has acquired�Informate Mobile Intelligence, a provider of mobile usage measurement based in India.

An image from the Informate Mobile Intelligence website. The company measures consumer behavior on smartphones, tablets and PCs using passive measurement techniques.

This is part of Nielsen�s efforts toward �Total Audience measurement.� The company said the move will help it enhance its measurement portfolio in the mobile space in 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.

It said the two companies have been working together for about five years, using smartphone metering technology to provide insights into consumption patterns of mobile device users.

�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,� Nielsen wrote in a statement.

The Informate Mobile Intelligence offering allows for capture of usage data on mobile screens, including tablets and smartphones for iOS and Android, through opt-in smartphone panels.

The announcement was made by Prashant Singh, managing director of Nielsen India, and Kedar Sohoni, president and founder of Informate.