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comScore GSMA Mobile MMX

Next Generation, Census Media Measurement for Mobile

​The rise of smartphones and mobile internet usage creates a need for comprehensive and granular measurement. The H1 2012 IAB / PwC Digital adspend study showed that mobile advertising spend is worth £181.5 million – up 132% in the first half of last year.

The UKOM-approved Mobile Media MMX meets this need through comScore’s partnership with GSMA, WEVE and leading UK mobile operators to share the full mobile picture with the industry.

GSMA Mobile Media MMX provides a powerful view of the who, what and where of the mobile web to give publishers more comprehensive measurement and advertisers more extensive media reach data. This next generation of media measurement combines irreversibly anonymised census-level data from O2, Vodafone and EverythingEverywhere with off network (WIFI) behaviour from tags along with rich demographic data from a representative sample of mobile users. The secure, industry-agreed process is regularly audited by the Audit Bureau of Circulations (ABC) UK and provides the only data source for mobile audience web and app measurement accessed using UK mobile networks.

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