IMMI's mobile phone based digital ad monitoring system

Came across this company today during a bit of research into mobile video advertising measurement:

Integrated Media Measurement Inc. (IMMI) is the developer of an end-to-end media measurement system that links media exposure to consumer action. Using a mobile-phone-based digital monitoring system, IMMI tracks almost all media 24/7 and helps businesses evaluate the effectiveness of their advertising campaigns. IMMI is based in San Mateo, Calif. More information is available at www.immi.com.

I’m going to look into their offerings more detail shortly. I’ve been interested in how people use mobile video on their handsets — and, more importantly, how companies measure the ‘impressions’ of this. I wonder, for example, what can be recorded by IMMI whilst I’m sat watching a 5 minute video that constantly buffers. Do I count as an impression, even if I’ve not been able to actually watch the stream?