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Mobile Operators to Develop Own Measurement Tool

In France, cell phone operators Orange, SFR and Bouygues Telecom have partnered to develop their own system for measuring mobile Internet audiences.

The three will work alongside the French Association of Mobile Multimedia (AFMM), publisher Geste, and online retailer association ACSEL to design a solution which will use individuals’ mobile phone numbers and UserIDs to recover logs of their Internet activity. All data will be anonymised.

Each of the operators will invest around €1m over three years to finance the development of the tool, which is planned for launch by the end of the year. It is understood that GFK, Médiamétrie and Comscore will be pitching for the contract during this quarter.

According to eMarketer, the market for mobile advertising is expected to quadruple from $4.58bn worldwide last year to more than $19bn by 2012.
 

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