M:Metrics Develops Service To Record And Report On Mobile Ads

Mobile measurement firm M:Metrics has developed a service to record and report on advertisements appearing on mobile websites and devices.

Called M:AdTracker, the intelligence offering resembles web-based services like Nielsen AdRelevance and TNS Media Intelligence.

M:Metrics has deployed a proprietary data collection technology to monitor ads across 120 properties, including portals, major mobile sites, and a few lesser known destinations. Sites are measured four times a day to identify ads delivered to a day-part or other rotation schedule.

After the spider turns up raw data on the ads, a team of analysts catalogues and classifies those executions for presentation to clients as customised reports structured around industry, company or product.

M:Metrics can filter ads by day, week, month, quarter or year to identify short and long-term advertising trends, as well as by carrier and whether ads appear on or off deck.

To be measured successfully, ads can appear as text or image file formats, but they must link to a landing page. Video bumper ads or text ads or sponsorships lacking a link will not be recorded, according to M:Metrics.

M:AdTracker will be offered in Europe next year.

M:Metrics: www.mmetrics.com