MarketTools buys RawData

MarketTools, a subsidiary of online consumer research services provider MetrixLab, will integrate RawData into its North American subsidiary but the company will continue to provide broadcasters with cross platform audience measurement through the newly formed MarketTools Audience Analytics.

MetrixLab’s CEO Han de Groot said: “RawData has provided a mobile foundation that will allow us to passively track multiple media platforms. We are excited to continue to expand on that platform by including advertising exposure data, location data and in-the-moment-surveying.”