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comScore Teams With Flurry To Enhance Mobile Audience Measurement

app-analytics.gifAs mobile applications become a larger part of the overall mobile marketing environment, it is important for publishers and brands to be able to understand consumer traffic and usage of apps.

comScore – a company that provides internet and mobile internet measurement services – has teamed up with app measurement company Flurry to do just that.

The joint offering combines comScore mobile panel data with Flurry Analytics mobile application usage data to deliver publishers, agencies, marketers, advertisers, ad networks and OEMs deep insight into the consumption habits of application users on iPhone™, Android™ and Blackberry® devices.

This announcement comes only a week after Flurry announced that they are merging with Pinch Media, another provider of mobile analytic information.

Usage of Flurry is quite widespread, with Flurry claiming that they collect mobile application data from approximately two out of every three iPhone and Android devices. In terms of overall numbers, each month they aggregate application usage data from over 1 billion end-user sessions across more than 50 million unique handsets from more than 200 countries. Over 10,000 developers have chosen to integrate Flurry Analytics within their applications.

comScore already has an existing audience measurement platform, and Flurry Analytics will add real-time consumption data, including frequency of use, length of use, user geographic location, new vs. repeat usage and Wi-Fi vs. carrier network usage.

Brian Jurutka, VP of Mobile at comScore said “By integrating Flurry’s rich, real-time user behavior data with comScore’s audience measurement platform, we can deliver more powerful insights to media publishers, advertisers and mobile application developers and the intelligence needed for effective strategic execution in the mobile environment.”

“Flurry is excited to provide comScore clients with key information about mobile application usage, enabling them to succeed on iPhone, Android and Blackberry–the world’s fastest growing digital media platforms,” said Sean Galligan, Flurry vice president of business development.

14.01.2010    Tags: ,
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