Next Generation Media Measurement for Mobile

Mobile internet usage is accelerating, driven by the rise of the smartphone. The media industry demanded comprehensive and granular measurement. In response, O2, Vodafone, Orange, T-Mobile, 3 and the GSM Association (GSMA)—the mobile operators’ industry trade body—are publishing the next generation of media reporting in partnership with comScore in the U.K.

Introducing GSMA Mobile Media Metrics (MMM)
GSMA MMM aligns the dual power of anonymised census mobile Internet data with rich demographics to unveil the most powerful view of the who, what and where of the Mobile Web via a secure, industry-audited process. The mobile network operators provide irreversibly anonymised census-level data for mobile Internet usage. Demographic data is ascribed onto the unique persistent ID for each anonymous user in the census data. The demographic data is collected with consent from a representative sample of mobile users. Wi-Fi traffic, not seen in the mobile network traffic, can be captured in server-side logs of media owners and ad networks by tagging with comScore.

Publishers gain visibility with more comprehensive measurement of their audiences so they can better represent themselves to advertisers.

Advertisers gain focus with more extensive media reach data to optimize their media planning and return on ad spend.

The industry sees the full picture
Mobile defined. Census + demographics unified.

Independent Industry Audit
For full transparency and a stamp of trust, GSMA MMM is being audited by ABCe under the auspices of the Joint Industry Committee for Web Standards in the U.K. and Ireland (JICWEBS).

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GSMA MMM Core Reports GSMA Mobile Media Metrics (MMM) aligns the dual power of anonymised census mobile internet data with rich demographics to unveil the most powerful view of the who, what and where of the Mobile Web. 了解更多