SAN MATEO, California: Integrated Media Measurement, a new company providing cellphones able to record users' exposure to TV and radio ads, has received financial backing from WPP Group.

While the marketing communications conglomerate's level of investment in IMM is not known, a total of $25 million (€17m; £12.6m) was raised through other backers, including venture capital firms.

The new device is seen as a potential expansion of the services available to WPP's clients, and a significant development in accurately tracking and measuring the exposure of consumers to various different types of advertising.

Data sourced from Wall Street Journal Online; additional content by WARC staff