There are many reasons why a mobile app publisher may want to understand deeply the profile of their user base: to plan acquisition ads, to steer development efforts, or to help sell advertising to brands.

Based on close to 80 billion app downloads, mobile analytics company App Annie has released a new tool that helps publishers to gain these key insights.
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The ability to provide accurate measurement has always been seen as a key requirement for brands to allocate larger budgets to mobile advertising.

Now the Interactive Advertising Bureau (IAB), the Mobile Marketing Association (MMA) and the Media Rating Council (MRC) have come together to create the first standardised key metrics to measure advertising on the mobile device and to provide a framework on how to count ad impressions on the mobile web. more»

comScore, a leading company in measuring the digital world, has announced new mobile-optimised tags to provide publishers and advertisers with a more accurate view of who is visiting their mobile websites and using their mobile apps.

In addition, a partnership with mobile analytics company Bango will make it easy for many existing publishers to implement this new system. more»

InMobi has announced the launch of its new AdROIt technology.

The purpose of AdROIT is to give advertisers the option of running automated, cost per acquisition tracking to improve ROI on their advertising campaigns. more»

Apple’s ad platform subsidiary Quattro Wireless has recently been communicating with clients touting a new service that they have launched called Verification of iTunes Purchase (ViP). The service will provide special proprietary tracking information to app developers who use iPhone ads. more»

Mobile ad optimization company Nexage has launched its inaugural Nexage Metrics report. This study looks at the fluctuation in eCPM across global mobile ad networks during the month of March. more»

A new metrics report from ad optimization company Smaato highlights the difference in click-through rates seen on different phone operating systems.

The winner? Symbian, by a wide margin. more»

Just one year after the GSMA launched their trial program aimed at generating cross-operator mobile advertising metrics, they have released some preliminary information from the collaborative effort. The joint project had all 5 UK operators (Vodafone, T-Mobile, Orange, 3, O2) providing usage data to the GSMA (see the MobiAD article announcing the program GSMA and Mobile Operators Join To Measure Mobile Advertising). more»

The biggest conference of the year for the mobile industry – the GSMA Mobile World Congress – is almost upon us. Every year some 50,000+ mobile aficionados spanning 219 countries come to Barcelona for 4 days of conferences, deal making, product announcements, and lots of networking.

MobiAd will also be also be heading to Barcelona for the full week, and will be moderating the panel on “What Makes A Great Mobile Campaign“ on Thursday the 19th. If you are planning to be there, we’d love to meet you. Send an email to barcelona@mobiadnews.com and let us know. more»

AdMob has introduced a new functionality which lets advertisers of iPhone apps track the conversion rate of ads. Indications are that conversion rates for free apps are 10x that of apps that must be purchased. more»

MediaCom, one of the world’s largest Media Specialist companies, has announced that it has launched a mobile campaign utilizing third party ad serving technology. The company claims that this is an industry first.

The campaign was to promote new services for client T-Mobile. The ads ran across the Nokia Media Network, and were served using Eyeblaster’s Ad Campaign Manager platform. more»

Player X, which recently was chosen to be the exclusive aggregator of mobile games for O2’s new UK portal, has signed up with off-portal mobile ad giant AdMob to help bring more traffic to the game site, and help content companies improve the effectiveness of their advertising. more»

With over 100 million game downloads, ad-supported mobile games distributor Greystripe is uniquely positioned to share consumer insights metrics.

These statistics have been collected from Greystripe’s internal database of users, and reveal a deeper look at the consumers playing their games, along with mobile gaming demographics, click-through rates and exclusive iPhone statistics. The results provide a meaningful inside look into the advertising potential of mobile games. more»

The Mobile Marketing Association (MMA) (www.mmaglobal.com) has released the first version of its Global Mobile Measurement Ad Currency Definitions. The definitions are designed to create consistency across the industry and to serve as the basis for the development of future mobile ad guidelines. They cover 4 key topics: Ad Impressions, Streaming Video Advertising, Rich Media Ad Impression and Click Measurement. (available for download). more»

Blyk, the free mobile network for 16-24 year olds funded by advertising has chosen Nokia Siemens Networks to host its core network as it expands into the Netherlands and Belgium. Prepaid charging, messaging systems and device management will also be hosted for those two countries. more»

AdMob has released statistics for its ad network for July 2008. During this period, AdMob served almost 4 billion ad impressions, up 10.0% over June. The report also includes detailed numbers for the African market, and as well as a look at mobile browser market shares. more»

ChaCha, the innovative mobile answers service from the US, has launched ChaCha 1:1, a mobile marketing service, with Coca-Cola as one of their launch brand partners. more»

Bango and Millenial Media have announced a partnership that will allow mobile advertisers to better understand the traffic that is being exposed to their ads, and so optimize for better performance. more»

A topic that’s been getting a lot of attention recently is mobile analytics – the ability to monitor the activity on a mobile site. Bango just announced a new release of their Bango Analytics product which allows for the tracking of “unique visitors” – a key metric in the online world these days. more»

Ending several months of rumors and speculation, mobile measurement company M:Metrics has agreed to be acquired by internet measurement company comScore for a reported $44.3 million plus options on 50,000 shares of comScore. more»

M:Metrics has released a new study that reveals the size and demographics of the mobile media market. Mobile is a great way for advertisers to reach young males, as 36% of 18 to 34 year old men accessed mobile media in February, and 9% of them responded to an SMS advertisement, compared with 4% for the market in general. Download the study. more»

AdMob has released the latest statistics for its ad network for March 2008. During the period, AdMob saw requests for 2.85 billion (+11.8% on February) impressions and actually served 2.55 billion (+10.0%) impressions. more»

Zenith Media and The Nielsen Company have announced a partnership which will have Zenith incorporating data from a range of Nielsen measurements services into its advertising planning and analysis tools in order to track ad performance across the “three screens”. more»

M:Metrics has released the first set of statistics using M:Ad in the United States. The results show that online retail companies like Ebay, Glu and Electronic Arts are placing the majority of ads (39%) tracked by M:Metrics. more»

Interview with Henry Stevens
Director Entertainment & Media,
GSM Association

Henry Stevens is responsible for mobile advertising within the GSM Association. MobiAD News had a chance for an in-depth interview with Henry about the background and details of this new initiative. more»

The subject of measurement for mobile advertising has been a hot topic, and everyone has a view. We gathered the opinions of several key players in the mobile advertising industry – media planners, ad agencies, mobile operators, and ad technology companies. Hear what they have to say. more»