• by August 13, 2007

Answering the one question that had gone unanswered when Nielsen's purchase of telecom/mobile research leader Telephia was first announced in June, the company acknowledged on Friday that its recently launched Nielsen Wireless service will be integrated into Telephia now that the acquisition has been completed.

Sid Gorham will continue to serve as Telephia's president and CEO, but will now report to Susan Whiting, executive vice president of The Nielsen Company. Telephia will continue to be based in San Francisco.

"Telephia's cutting-edge mobile content research and measurement complement our existing activities and expand our capabilities in the rapidly evolving telecom and mobile media markets," Whiting said in a statement. "This is a strategic, high-growth opportunity that will enable us to expand the reach of Telephia's core measurement services and provide more comprehensive consumer insights to clients around the world."

Telephia said that it currently serves more than 100 clients in the U.S., Canada and Europe.