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KMR Buys Stake in Media Tracking Firm
In the US, Integrated Media Measurement Inc. (IMMI) has closed a $25m series c funding initiative, led by WPP's Kantar Media Research (KMR).
KMR has taken a minority stake in IMMI and Jeff Krentz, EVP Corporate Development and Strategy for Kantar, will join the IMMI Board of Directors. Existing investors Draper Fisher Jurvetson and Advanced Technology Ventures also participated in the round.
IMMI has developed an end-to-end media measurement system that links media exposure to consumer action. Using a mobile phone-based digital monitoring system, the firm says it tracks almost all media continuously and helps businesses evaluate the effectiveness of their advertising campaigns. IMMI has offices in San Mateo, California and employs 60 people.
'Working with some of the largest media companies in the world, we are giving marketers measurement tools providing them with new perspectives that are significantly improving their return on investment,' said Tom Zito, Chairman and CEO of IMMI. Zito says that the funding will allow his firm to continue to develop additional products and services, expand into new markets and grow its panel participant base.
Krentz says IMMI - described by Kantar Chairman & CEO Eric Salama as a 'disruptive force' in the media research industry - has 'the right combination of methodology, talent and technology'.
Web sites are at www.immi.com , www.kmr-group.com and www.wpp.com.
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