Fresh off its merger with fellow app analytics provider Pinch Media, Flurry has struck an alliance with comScore (NSDQ: SCOR) on a joint mobile audience measurement service. The joint service, which will be sold through comScore and its affiliates, is meant to capitalize on the rapid pace of mobile ad growth expected in 2010. In large part, that growth is being driven by wider adoption of mobile apps across the iPhone, Android and Blackberry.
There was no equity arrangement as part of the deal between Flurry and comScore. Instead, comScore’s mobile panel data (which comScore acquired via its purchase of mobile-measurement firm M:Metrics) will be married to Flurry’s app usage stats.
Flurry claims a significant range of data collection abilities. With the Pinch Media combo that was announced two weeks ago, Flurry says it now covers 80 percent of all iPhone, iPod Touch and Android handsets. For comScore, the addition of Flurry’s analytics will help it compete with a growing list of challenges as its rivals tighten their focus on mobile audience measurement in response to demands from advertisers and publishers.
In particular, advertisers want greater details about users’ behavior when it comes to online in general, as well as blogs, facebook fan pages, twitter and iPhone and Android apps. A formal relationship with comScore also comes with some clear marketing advantages for Flurry. For one thing, Flurry believes the partnership will help it reach potential clients who may not be familiar with it. The company also says that availing itself of comScore’s deep audience intelligence will give it the kind of targeting ability, allowing it to position Flurry as having the kind of targeting power that DoubleClick has with its DART system on the PC web.