IMMI Expands Audience Tracking Offer

In the US, consumer behavior and audience exposure data provider Integrated Media Measurement Inc (IMMI) has rolled out a new media measurement platform, which includes an expanded ability to monitor online consumer behavior.

The firm has also just received a US patent for its proprietary platform, which uses an audio matching technology to passively gather data about panelists' media consumption.

Using a mobile phone-based digital monitoring system, the platform tracks almost all media continuously to help businesses evaluate the effectiveness of their ad campaigns.

With the latest launch, media companies and advertisers are able to monitor media consumption for the same individual across TV, radio, mobile and online. IMMI says its tool is the only multi-screen, single-source multiple-platform measurement system currently available.

Several current IMMI clients have already begun using the new platform, and discussions are underway with a number of third parties interested in licensing it for use in a syndicated media measurement service.

'The new version of our measurement platform is uniquely capable of satisfying the growing demand for measuring 'TV everywhere' and providing the industry with a complete 360-degree view of consumer media usage,' claims co-founder and COO Amanda Welsh. 'Our data is gathered passively and continuously, 24/7, using a single-source collection methodology and is more accurate and insightful than systems that rely upon modeling techniques and static survey assumptions.'

At the beginning of the year, IMMI appointed veteran media and ad measurement executive Bill McKenna as its new President and CEO. McKenna was previously involved in WPP-owned KMR's decision to invest $25m in IMMI.

San Mateo, CA-based IMMI is online at www.immi.com .