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Arbitron Buys Assets of IMMI
Arbitron has acquired the technology portfolio, patents, and trade name of audience data firm Integrated Media Measurement, Inc. (IMMI), including its cellular phone-based technology, used to capture consumer cross-platform media usage.
The vendor corporation will now take the name Audience Measurement Technologies, Inc.
Towards the end of last year, IMMI rolled out a new media measurement platform focused on online consumer behavior, and announced the grant of a US patent for its proprietary audio matching technology, which uses a mobile phone-based digital monitoring system to continuously track 'almost all media', including TV, radio, mobile and online. At the time, IMMI said its tool was the only multi-screen, single-source multiple-platform measurement system available.
In January 2009 San Mateo, CA-based IMMI named 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.
IMMI was previously involved in the launch of an out-of-home television viewing measurement service, with partners Nielsen - shuttered in November 2008 with the partners blaming difficult economic times.
Web sites: www.immi.com and www.arbitron.com .
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