Ad Effectiveness Monitoring Firm IMMI Raises $25 Million

Authored by Mark Hefflinger on January 25, 2008 - 8:10am.

San Mateo, Calif. - Integrated Media Measurement Inc. (IMMI), the provider of an ad and media monitoring service that tracks impressions on consumers' cell phones, has raised $25 million in its third round of venture capital financing, led by advertising giant WPP's Kantar Media Research division.

Previous investors Draper Fisher Jurvetson and Advanced Technology Ventures also participated.

San Mateo, Calif.-based IMMI says its mobile phone-based digital monitoring systems tracks almost all media continuously, and helps businesses evaluate the effectiveness of their advertising campaigns.

The company will use the funds to develop additional products and services, expand into new markets and grow its panel participant base.

http://www.immi.com