Its GSMA Mobile Media Metrics system will cease production at the end of the year, to be replaced by Mobile Metrix. The new system, which will be similar to comScore’s existing approach for PC audiences, will implement its existing unified panel and census measurement approach for smartphone and tablet. The system is already in production in the US and Canada and in development in Spain and Brazil.

Mobile Metrix will be required to undergo comprehensive industry assessment by UKOM’s subscriber technical and commercial groups and the UKOM board, a process that is expected to start during the final quarter of 2014 and last until early 2015. A decision on UKOM endorsement of Mobile Metrix will follow the initial publication of data.

“The rapid growth of audience traffic across mobile devices means this transition is vital for UKOM and comScore as we enter 2015,” said Guy Phillipson, CEO of the Internet Advertising Bureau (IAB) UK. “Mobile measurement is challenging, and it’s helpful to have learnings from the US, while the UKOM Technical Committee and Board work closely with comScore to test and approve the methodology for the UK market.”