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Nielsen, Mediamark to Launch Mobile-MRI

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NEW YORK Bringing metrics to mobile media and advertising, Nielsen Mobile and Mediamark Research & Intelligence have joined to launch Mobile-MRI. The research service will provide behavioral, psychographic, demographic and product usage information on mobile users.

Mobile-MRI links data from Nielsen's Mobile Media Marketplace, which reports consumer mobile usage, audience size and composition, with data from MRI's Survey of the American Consumer, which provides data on consumer media behavior.

"Mobile advertising is in its early stages with effective targeting being the key to unlocking mobile ROI," said Kanishka Agarwal, vp at Nielsen Mobile Media. "MRI and Nielsen Mobile will deliver a complete view of the mobile consumer, creating the industry's first holistic mobile audience targeting tool."

With MRI's new partnership with Nielsen Mobile and its two-year collaboration with Nielsen Online, MRI recently terminated its relationship with M:Metrics to measure mobile audiences. M:Metrics was recently acquired by comScore, which competes with Nielsen in the online and mobile space.

Adweek is a unit of the Nielsen Co.