Flurry takes holistic approach to mobile with comScore

Just weeks after mobile application analytics company Flurry Analytics announced its merger with Pinch Media, the newly formed company today forged a partnership with mobile and PC-based Web analysis house comScore. The two companies will combine comScore’s mobile panel data with Flurry’s mobile app usage data, which covers 80% of iPhones, Android and BlackBerry devices.

The companies’ combined customer base of publishers, agencies, marketers, advertisers, ad networks and OEMs will have access to holistic customer data through comScore’s Mobile Media solutions, beginning in the first quarter. With both the comScore partnership and Pinch Media merger, Flurry is looking to help its developers better understand and target consumers with mobile apps. The company will augment its real-time consumption data – frequency of use, length of use, user geographic location, carrier network usage, etc. – with comScore’s audience measurement on mobile consumer behavior, mobile ads, content merchandising and mobile device characteristics.

“There is a pretty funny saying that I once heard that ‘without DART, DoubleClick would have been ‘no click,’” Flurry vice president of marketing Peter Farago said in an email, referring to the digital marketing company’s ad management and serving platform. “I think this partnership could position Flurry to deliver the intelligent targeting power of DART of mobile applications.”

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