NEWS16 December 2010

ABCi to audit Polar Mobile app usage

Data analytics North America

CANADA— The interactive arm of the Audit Bureau of Circulations (ABCi) is working with mobile app developer Polar Mobile to provide audited app usage data to publishers.

Polar has built more than 400 apps for Apple, BlackBerry and Android devices on behalf of magazines and websites such as Time, Bloomberg Businessweek, World Politics Review and Marketing.

ABCi’s mobile audit reports data on mobile audience by device type or operating system, unique devices, page views by section and content sharing, among other metrics.

“The mobile market is thriving and is expected to continue to do so in both the US and Canada,” said Michael Lavery, ABC president and managing director. “The need for independent verification of mobile usage is critical.”

ABCi has similar auditing arrangements with rival app developers Spreed and Handmark.