MarketTools Buys Media Tracking Firm RawData

MR software and services firm MarketTools has acquired mobile research specialist RawData, which provides a service to passively track consumer behavior across multiple media platforms. Terms of the deal were not disclosed.

Founded in 2009, Salt Lake City, UT-based RawData uses smartphone and computer data to track consumers' media exposure and usage, and combines the results with data from consumer panels in order to analyze media, advertising and consumer opinion.

Through the acquisition MarketTools, which is a subsidiary of MetrixLab, will extend its own mobile research technology, while RawData will continue to supply broadcasters with cross-platform audience measurement through a newly created division called 'MarketTools Audience Analytics'.

MetrixLab CEO Han de Groot says the deal will provide MarketTools with a platform through which to passively track consumers across multiple media platforms, while adding advertising exposure data, location data and in-the-moment surveying.

Chad Nuesmeyer, CEO of RawData, adds: 'We are convinced that the best way to provide truly valuable insights is by being as passive as possible, simply observing a consumer continuously. In MarketTools we have found the ideal partner to expand our platform and further increase the valuable insights that we can provide to our customers.'

Web sites: www.metrixlab.com , www.markettools.com and www.therawdata.com .