ComScore, the internet measurement company, announced it was acquiring M:Metrics for $44m. Not a deal comparable to last year acquisition of Telephia by Nielsen, for $440m but still a significant event. This acquisition confirms that tracking the expansion of mobile devices as well as the behavior of its users is as important as the data currently collected on the Internet. M:Metrics is specialized in analyzing the usage of mobile phones, and more importantly, smartphones. As the founder of M:Metrics, Will Hodgman, pits it: “We want to know behavior across the internet regardless of device.” (His interview to Moconews, here).
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