Audience measurement tool for mobile advertising

Actors of the advertising sector place a lot of hope in the development of the multibillion dollar mobile advertising market. Les Echos, a French newspaper on economics, announced that the three main French mobile operators, Orange, SFR, and Bouygues Telecom, are partnering up to develop a common tool for audience measurement to assess the impact of advertising on the mobile Internet.

The tool will analyse Web site visits made using mobile devices through connection logs, which are based on mobile phone numbers and UserIDs.

It is anticipated that traffic data will be processed by a trusted third party who will render it anonymous.

No doubt the CNIL will have a say about this project.
To be followed…