Time Warner struck a new seven-year contract with Nielsen Co. that will give the cable, broadcast and syndication giant one pact that covers television, online and mobile measurement, and research into advertising segmentation and targeting and consumer engagement, B&C reports.

Time Warner was one of the companies named as participating in talks aimed at setting up a consortium to deal for ratings to rival Nielsen’s. The new deal has some speculating, B&C says, whether the consortium is just a ploy to keep costs down and not a real move to bring Nielsen competition.

–Elizabeth Jensen