UK mobile industry agrees media measurement deal

GSMA, ComScore and the five UK mobile operators (Vodafone, Orange, O2, 3 and T-Mobile) have reached a formal agreement to launch the service, following a feasibility study conducted earlier this year.

The association said in July that it was hoping to roll out a system based on the study in the UK and Australia.

MMM “meets the measurement needs of the industry and fully respects the privacy of consumers”, said Henry Stevens, director of media and entertainment at GSMA.

The system combines anonymised, aggregated mobile usage data with panel-based demographic information to provide the media and advertising communities with information to help them plan mobile ad campaigns.

GSMA said it will be working with audit body ABC Electronic to independently verify that its service meets industry standards.