Columbia, Maryland-based Arbitron  audience measurement firm has acquired the technology, patents and trade name of Integrated Media Measurement Inc. (IMMI – or often called Audience Measurement Technologies), San Mateo, California.
IMMI measures consumers’ media usage by installing special software on their smartphones.
that is able to detect audio and video media that users are exposed to throughout the day, as well as direct Internet and streaming video activity on the phone.
The purchase comes almost nine months after Arbitron launched its cross-platform media measurement group in its bid to expand beyond its traditional radio audience measurement business.
Financial terms of the deal were not disclosed.