UK's five major mobile phone operators Vodafone, O2, T-Mobile (which also represents Virgin Mobile), 3 and Orange have announced that they will be working together to define common metrics and measurement processes for mobile advertising, as reported by CBReview.
In a move that finally recognises the emergence of mobile internet as a not-so-insignificant medium, the members of GSM association are addressing one of the most common problems in tracking advertising on a mobile platform, the lack of consistency in measuring audiences.
Mobile service providers are nervous about the recent developments in the world of mobile internet as the likes of Google and Yahoo battle out to get a bigger share of the online market, edging out traditional players like O2 or T-Mobile.
Vodafone CEO Arun Sarin admitted that mobile carriers are at risk of losing billions if they do not change the way they do business and listen more to their customers. Agreeing to a common set of ad metrics is a first step in the right direction.
Julien Theys, research analyst for mobile at Screen Digest, told UK Newspaper the Guardian that the move could be an attempt to pre-empt Google as the latter prepares to launch its own platform, Android in fanfare.