Akamai to use Umbel analytics to give its streaming clients more detailed info about their audiences

Digital audience measurement company Umbel announced last week that it's joined cloud platform content delivery firm Akamai's NetAlliance Solution Partner Program.

Using Umbel techology, Akamai clients will now have access to audience measurement and analytics including "rich interest data, demographics, media usage and more."

According to a press statement, "By combining the log or client-initiated streaming data from Akamai with the social registration and big data from Umbel, publishers will be able to gain a much greater picture of who the consumers are that are engaging their digital platforms."

Akamai streaming clients include CBC, Clear Channel, Internet Broadcasting, Fox Interactive, and MTV Networks. Umbel is a relatively new Austin-based analytics startup, whose CEO is former Arbitron and Ando Media exec Paul Krasinski (in RAIN here). Read the press release here.