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Nielson Mobile, Mediamark Research & Intelligence partner to help media companies, advertisers better target audiences

Nielsen Mobile, a service of The Nielsen Company, and Mediamark Research & Intelligence (MRI) have joined forces to launch Mobile-MRI. The integrated database of consumers’ mobile and offline media usage will help mobile media companies and advertisers better target audiences with mobile campaigns.

The companies will link respondent-level information from their two separate media tracking services to create a single database that will capture detailed behavioral, psychographic, demographic and product usage information about mobile viewers. Together, the data will provide a comprehensive understanding of mobile media consumers’ lifestyle and behavior.

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