Update: Kantar-led IMMI investment totals $25m
Share
US-- The investment by Kantar Media Research (KMR) in media measurement firm IMMI, announced yesterday, was part of a funding round totalling $25m, IMMI has revealed.
KMR, the media research arm of WPP's information, insight and consultancy division, led the series C financing round, with existing investors Draper Fisher Jurvetson and Advanced Technology Ventures also participating.
IMMI's technology uses cellphones to measure media exposure and link results to consumer behaviour.
Jeff Krentz, Kantar's executive VP for corporate development and strategy, joins the firm's board of directors following the investment.
IMMI CEO and chairman Tom Zito said: “IMMI has made some of the most significant strides in recent history related to providing advertisers and media companies with data, research and insight that connects media exposure to consumer behaviour.”
Krentz said: “With a passive, cross-platform solution, IMMI brings to the marketing community the right combination of methodology, talent and technology to enable media owners, advertisers and their agencies to more effectively track and evaluate their marketing investments in a more complex digital media environment.”
Author: Robert Bain
Related links:
KMR invests in IMMI's cellphone-based media tracking
