Updated: Nielsen And Digimarc Extend JV Ties On Audience Measurement Tools

imageUpdated below: The Nielsen Company is expanding its two-year-old relationship with content security company Digimarc (NSDQ: DMRC). The two have formed a joint venture that will cover the measurement of TV viewing and how users make purchases over their mobile phones. The companies were fairly vague on what their partnership will otherwise entail. In 2007, Nielsen and Digimarc formed Nielsen Digital Media Manager, a copyright monitoring service. Since then, Nielsen has been focusing on building up its A2/M2 (Anytime/Anywhere), which is intended to make it a one-stop shop for all looking at a consumer’s complete media consumption. In the meantime, since Nielsen has been plagued with repeated charges of discrepancies, the company can use all the help — or shared blame — it can get.

Updated: Rafat adds: Some financial and operational details have been disclosed in an SEC filing by Digimarc: in essence, this is a patent licensing deal. Digimarc holds a bunch of patents in the content security and digital watermarking, and with this new deal signed last week, Nielsen agreed to pay the following fees to Digimarc: $2.0 million for the remainder of 2009; $3.6 million in 2010; $4.0 million in each of 2011, 2012 and 2103; and $1.15 million in 2014, and Digimarc granted to Nielsen a non-exclusive license to its patents for use within Nielsen

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