Yesterday Nielsen reported it agreed to purchase cellphone data firm Telephia, which tracks phone calls, mobile Web surfing, video viewing and other mobile habits, per The New York Times.

"We follow content wherever it goes across all platforms, and this is a really significant step forward in measuring content across mobile platforms," said Executive Vice President Susan D. Whiting of Nielsen.

Unlike Nielsen, which monitors the same people for its television data, Telephia's research is based upon surveys of different people in each data-gathering instance. The firm provides insight on market share in the telecom industry, customer satisfaction with certain phones and performance quality in wireless networks.

Telephia also holds patents on certain techniques for media consumption tracking on mobile phones.

The amount of the acquisition was undisclosed.