The Nielsen Co. is offering a new audience-tracking tool which will combine its mobile usage data with its Prizm lifestyle research, MediaPost reports. Mobile-Prism is intended to help advertisers better target mobile audiences, the Web site says. With the new tool marketers can find which demographic segment leads all other categories in mobile Internet use, for example. The answer to that would be the liberal, young and diverse Bohemian Mix segment.
— Christopher Perez