Internet activity measurement firm comScore Inc. has expanded into mobile with the acquisition of M:Metrics, one of the key mobile monitors.

The deal, for $44.3 million in cash and nearly 50,000 options to some M:Metrics unvested option holders, will create a market leader in measuring Internet activity over mobile and computers. The acquisition comes a year after Dutch media and database giant Nielsen bought mobile market researcher Telephia and renamed it Nielsen Mobile.

"With the substantial growth of 3G devices and Internet-friendly handsets, we believe we are now at an inflection point in Internet usage on mobile devices," said comScore president/CEO Magid Abraham, in a statement.

Based in Seattle, M:Metrics measures mobile media audiences using on-device metering for 180 clients including BMW, Microsoft, Ogilvy & Mather, JWT, Research In Motion, Vodafone, Verizon, BBC, Fox, Samsung, Palm, Qualcomm, Ericsson and CBS.

M:Metrics is expected to generate revenue between $11 million and $12 million for this year. It is projected to turn a profit by the end of the fourth quarter.

As a result of this deal, M:Metrics cofounder and president/CEO Will Hodgman and fellow cofounder and chief product architect Seamus McAteer will join comScore's management team.

M:Metrics is known for three measurement products.

The first, MobiLens, is a syndicated monthly online survey that captures overall mobile phone usage with device information, media consumption, data usage and demographic characteristics of a representative sample of more than 40,000 mobile device users.

MeterDirect is another M:Metrics offering. The on-device meter passively measures mobile Internet behavior and media consumption on 280 device models of 4,000-plus smartphone panelists.

The third product, M:Ad, is a competitive tracking service for mobile advertising that monitors clickable display advertising from a representative set of mobile Internet destinations. This data shows the key mobile advertisers across different market segments.

With this acquisition, comScore plans to increase the size of its metered panel and measure Internet usage across the mobile and computer channels.

Bob Walczak, CEO of mobile ad serving firm Ringleader Digital, said that the M:Metrics deal meant growing acceptance for mobile as part of the mainstream.

"Until now, there were only two measurement systems for mobile, Telephia and M:Metrics, and only two for online, Nielsen and comScore, so this deal makes perfect sense," Mr. Walczak said from New York.

"The mobile market is integrating and combining, becoming a more accepted medium," he said. "The major players need to have a mobile strategy, both for content and brands. This deal signifies that mobile is a significant part of the advertising market."

"Mobile advertising is joining the media mix. Mobile isn't a standalone market anymore and it will start being incorporated as a line item in many advertising campaigns. Ringleader Digital is integrating mobile with the best of online."

ComScore captures 2 million opted-in consumers' browsing and transaction behavior online and offline. Its roster of more than 950 clients includes BBC, Yahoo, AOL, Microsoft, Nestle, Starcom, U.S. Postal Service, Merck, Expedia, Deutsche Bank, Carat, Financial Times, France Telecom, Best Buy and ESPN.

Competitors in the Internet measurement area include Hitwise, Quantcast and Nielsen//NetRatings, whose sibling brand for mobile is Nielsen Mobile.

"We see compelling opportunities to increase the market penetration of M:Metrics' products within comScore's customer base â?¦ and to cross-sell comScore's portfolio of products into the wireless industry, including major carriers and device manufacturers," Mr. Abraham said in the statement.

"In addition, we plan to leverage comScore's panel, technology infrastructure and sales force to expand the metered mobile panel and develop new offerings that can significantly increase the growth and profitability of M:Metrics' business," he said.