Mobile advertising tracking service comes to Europe

Following its success in the U.S., M:Metrics has launched its mobile advertising monitoring service in the U.K. that claims to provide the first definitive method of measuring mobile advertising inventory.

The measurement firm reports that online retail companies such as Electronic Arts, Glu and Ebay are placing the bulk of mobile ads, with the category comprising of 39 per cent of all mobile ads tracked by M:Metrics.

"Advertisers, media agency and media owners in the U.K. are calling out for greater clarity on who is advertising what, where and when," said Paul Goode of M:Metrics. "In January, M:Ad has tracked major brands across a range of industries, including Avis, BMW, Cadbury's, Citroen, EMAP and IBM, using mobile advertising."

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