Mobile Research Labs (MRL) has developed a service that unobtrusively measures consumers media consumption throughout the day, wherever they are located. The companys software-based solution is easily deployed on mobile phones either as an app or integrated as an SDK in any third-party app. The service includes a set of independent ACR tools allowing identification of long or short media, live or offline. It is designed to scale as needed, enabling intense measurement scenarios in an effective and real-time manner and providing metrics creation on the fly and optional actionable triggers based on the information detected.