Nielsen is Closing the Loop with Wireless Measurement ...

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Nielsen Agrees to Acquire Wireless Measurement Firm Telephia
Measurement giant The Nielsen Company has signed an agreement to acquire Telephia, Inc., a provider of syndicated consumer research to the telecom and mobile media markets, to bolster its wireless measurement technology and expertise.

As the use of mobile devices for communication and content purposes continues to grow, Nielsen agreed to acquire Telephia in order to more accurately track mobile and wireless trends, according to Jesse Goranson, senior vice president of account management for Telephia.

Nielsen earlier this month announced the launch of a wireless measurement service, Nielsen Wireless. The service will use data from the firm's existing National People Meter TV panel to help mobile media firms position their offerings and identify how customers of different mobile operators consume media in the home.