Good news for mobile marketers - comScore acquires M:Metrics

comScore, a leader in measuring the digital world, announced last week the acquisition of M:Metrics, Inc., the recognized leader in mobile measurement.

As a combined company, comScore becomes the immediate leader in measuring the mobile channel.

Although data provided by M:Metrics has not traditionally included Canada, this move is part of a global initiative to be the leader in measuring mobile.

I met up with Bryan Segal, VP of Sales at comScore recently in Kelowna for a CMO conference on Social Media. When asked about measuring mobile, he was quick to say they are committed to providing mobile data in Canada. After the announcement came out last week, I asked him about his his thoughts on the new acquisition:

Yes we are very happy with this news, as our acquisition of M:Metrics makes comScore an immediate market leader in this space. As for Canada we are continually working to bring mobile measurement to the marketplace, and this acquisition of M:Metrics will hopefully facilitate and expedite this process.

This is good news for marketers who are looking for credible and deeper access to usage and experience data within the mobile channel. 

Having a global view of user behaviour across all digital channels will be incredibly useful as we continue to work mobile into our integrated marketing programs.