Nielsen Mobile, MRI partner for mobile venture

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San Francisco—Nielsen Mobile, a service of Nielsen Co., and Mediamark Research & Intelligence have partnered to introduce Mobile-MRI, an integrated database of users’ mobile and offline media usage that will allow mobile media companies and advertisers to target audiences with their campaigns.

The new tool will offer behavioral, psychographic, demographic and product usage information on mobile users, providing marketers with more options for customer analysis. The research companies will link respondent-level information from their two separate media tracking services to create a single database.

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