NEWS14 March 2016

Nielsen acquires Informate Mobile Intelligence

M&A Middle East and Africa Mobile News

INDIA – Nielsen has bought the Mumbai-based mobile use measurement company Informate Mobile Intelligence for an undisclosed amount.

The two businesses have worked together for the past five years on insights into consumption patterns of mobile devices through smartphone metering technology. That alliance covered sectors including media, telecoms and FMCG.

Nielsen said buying Informate would help meet its Total Audience measurement strategy across Europe, Asia-Pacific, Latin American and Africa.

Erica Boyd, Nielsen's international digital and total audience leader, said:  "Around the world, we are increasingly seeing the need from media owners to better understand audiences across screens to drive programming and monetisation decisions.

"Likewise, brand advertisers and their agencies are demanding transparency around who saw their advertising to drive efficiencies in media planning and buying. This acquisition allows us to combine assets from both Nielsen and Informate to respond faster to industry trends across international markets."