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Arbitron announced late Monday (June 21) it acquired the technology, patents and trade name from Integrated Media Measurement. IMMI, a start-up research firm based in San Mateo, Calif., uses audio matching software in smart phones to track consumer exposure to multiple media.
With the sale, IMMI is changing its name to Audience Measurement Technologies.
Terms were not disclosed.
The acquisition eliminates a potential competitor to Arbitron, which has its own portable media measurement device, the portable people meter.
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