Another one-source resource

TNS is combining its measurement and research operations into a single unit to maximize its platform for clients.

The new name for the combined unit is TNS Media. It integrates TNS Media Intelligence and TNS Media Research. The just-acquired Cymfony and Compete will also be integrated.

TNS may now offer clients spend tracking on measured media by advertisers, and brand impressions in media. Before it purchased Compete and Cymfony, it was also well-positioned as a traditional media monitor.

Tracking and measurement firms like Nielsen have also taken steps to combine operations to offer clients a single source for multimedia tracking. To position itself thus, Nielsen recently launched an ad campaign across New York Times properties worldwide.