NEWS6 May 2011

Compete and Ground Truth combine online and mobile measurement

Data analytics North America

US— Kantar Media’s web audience researcher Compete has teamed up with mobile specialist Ground Truth to provide a combined view of consumer behaviour online and on mobile devices.

The companies said the dual-panel methodology will give clients the ability to combine demographic and behavioural data across both platforms, through new syndicated reports and custom research offerings. The firms will measure browsing, application use, media effectiveness and response to online advertising.

“Understanding consumer behaviour across online and mobile will become more and more important for advertisers, publishers and agencies — particularly as mobile usage continues to evolve,” said Scott Ernst, president of Compete.