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Mobile Advertising Measurements Still Lack Standardization

By Dan O'Shea

The telecom industry is getting closer to the integration of content and services across multiple screens, including mobile phones, PCs and TVs. Some of that content will include advertising, delivered in a personalized and targeted way enabling service providers to get a bigger piece of the advertising market by selling advertisers more effective cross-platform packages.

For now, however, advertisers look at these platforms separately. The tools to allow more advanced advertising are in early stages. Vendors are integrating advertising support and management into existing equipment architectures, but service providers also need proof points showing that advanced advertising methods can actually work with commonly-applicable metrics that don't confuse advertisers.

The mobile industry has been an early proving ground for techniques to measure effectiveness, and there are already many sources of mobile advertising metrics: Companies that serve ads and support ad management, like Ad Mob, Millennial Media or Bango; analytics groups, such as M:Metrics or comScore; or trade associations, such as the Interactive Advertising Bureau (IAB), the Mobile Marketing Association (MMA), the Media Research Center (MRC), the Cellular Telecommunications and Internet Association (CTIA) or the GSM Association (GSMA).

Yet, there isn't a common set of standards, and that may be holding back the progress of mobile advertising, let alone setting a foundation for multi-screen advertising. "I think the biggest barrier is industry consensus on measurement variables, their definition, how should they be measured and a third party that can audit and verify the numbers being put out by various vendors in a systematic and timely fashion," said Chetan Sharma, founder and president of Chetan Sharma Consulting. [FierceWireless]

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