Ground Truth, a provider of mobile measurement data, today announced a second round of funding for $7 million.
Ground Truth leverages millions of mobile internet subscribers from sources like telecommunication companies to provide insights into mobile internet usage. Ground Truth calls its methodology True View and focuses on providing marketer, publisher and mobile operators with data to better their business, including traffic and performance metrics.
Since the data is compiled from an assortment of sources, the company claims more accurate data than traditional survey methods from competitors like Nielsen and ComScore. A recent study from the company showed that half of the time spent on the mobile internet was on social networking sites. Interestingly, while sites like Facebook and MySpace may be the most popular with PC users, sites like MocoSpace and AirG are visited more on mobile phones, according to the company.
The Seattle company has closed around $9.5 million in total funding. The round was lead by Emergence Capital Partners and Openair Ventures including existing investors Steamboat Ventures and Voyager Capital. Kevin Spain, principal at Emergence Capital Partners, will join the Ground Truth’s board of directors.