GSMA on track to launch Mobile Media Metrics next year
Mon, 07 Sep 2009 14:39
Worldwide mobile communications body the GSMA has partnered with ComScore and all five UK mobile operators to launch its Mobile Media Metrics
The first set of data will be available in the fourth quarter of 2009, with the full commercial launch set for early 2010.
The GSMA announced plans at the start of the year to make mobile data commercially available as a way to boost mobile advertising, but the plan was delayed when only O2 and Vodafone were able to produce data.
All five operators are now on board, with ComScore as measurement partner.
Henry Stevens, director of media and entertainment at the GSMA, said, “ComScore has combined mobile-specific expertise with its established strength in online media measurement and we’re very pleased to continue this successful relationship. Together we’ll show how, in a challenging economic environment, mobile is and will be a major driver of growth for the advertising and media industries.”
The GSMA said it would now be working with ABCE to ensure the metrics are fully audited and with major publishers to ensure they’re happy with the service.
“There have been delays because if we put it out and got it wrong the market would be very unforgiving. On the other hand, if we took too long the market would look to other solutions,” said Stevens.