Nielsen buys wireless measurement company

Nielsen has long been the gold standard in TV advertising. In recent years, the company has expanded in to music sales (SoundScan), box office (EDI) and Internet usage (NetRatings) among other things. Now the company has snapped up Telephia, which tracks cell phone usage. Founded in ’98, Telephia primarily targeted wireless companies – but has recently broadened its scope to media companies and advertisers.