M:Metrics, the mobile content and applications traffic and data firm, has raised a $7 million second round funding led by Prism Venture Partners. The Kantar Group, a division of advertising and marketing services group WPP and one of the world’s largest market research organizations, joined Prism in the new round alongside additional funding provided by founding investor i-Hatch Ventures. The financing proceeds will be “directed toward international expansion and new service offerings”.
M:Metrics was founded in September 2004 by Will Hodgman, president and CEO and Seamus McAteer, chief product architect and senior analyst.
SeattlePI: Total financing in the 25-person company now stands at $9.5 million. Competitors: Qpass compiles data on ringtones, graphics, games and other wireless services. And SF-based Telephia — a 6-year-old venture-backed measurement company — primarily analyzes information from consumers’ mobile phone bills. Other is Nielsen Mobile, part of VNU.