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

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

The process will guide mobile operators and content owners toward a viable economic model.
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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.

For more information, visit www.nielsen.com/media/2008/pr_080731.html.