The big boys in European mobile operators such as T-Mobile, Vodafone, Orange, 3 and Telefonica O2 have banded together to define common measurements and metrics processes for mobile adverts, this is all part of GSMA’s Mobile Advertising Programme.

At the outset this group is to focus only on the UK market, working together to formulate and explore the aggression of appropriate information and to deliver a cross-operator metrics which should describe the mobile audience while measuring the effectiveness of mobile adverts.

GSMA and the operators group are to engage with a wide range of advertising associations and stakeholders to gain an agreement which will formulate a mobile media currency; the result should be a proof of concept for cross-operator mobile media planning capability throughout 08.

Well after that, I haven’t a clue what all this jargon really means, but it sounds an interesting story, and if you’re as confused as I am then you can try to decipher it all by view the full press release at the source.

Source — prnewswire