Following the explosion of third-party applications on the iPhone and more recently on Google’s Android Platform and RIM’s Blackberry handsets, comScore has announced a partnership with mobile application analytics firm, Flurry, in an attempt to offer more detailed metrics on the audiences for such software.
The partnership will combine data from comScore’s mobile panel – acquired through its $44 million acquisition of M:Metrics in 2008 — with data from Flurry’s partners’ applications across iPhone, Android, and Blackberry devices.
Available through comScore, the two companies claim the joint service will offer more accurate and comprehensive information about the ways in which users interact with their applications and devices, in turn enabling advertisers, brands, publishers and ad networks to leverage audiences more effectively.
Brian Jurutka, comScore VP, Mobile, said in a statement the addition of Flurry’s data to its existing panel would provide more “robust” reporting and accountability, potentially helping to drive further growth of the mobile platform.
Having recently merged with competitor Pinch Media, Flurry claims to now reach 80 percent of all iPhone, iPod Touch and Android handsets worldwide, tracking in excess of one billion end user sessions per month on applications installed on 50 million devices. Over 10,000 developers have integrated Flurry’s analytics within their applications, the firm says.
ComScore recently announced a similar partnership in the in-game advertising space, partnering with Microsoft-owned Massive Inc. to track the impact of in-game ads on users’ online behavior.
The mobile measurement service will be made available in the first three months of 2010, the pair said. Financial details of the arrangement were not disclosed.
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