Feeds

Mobile operators combine to flog customer data

GSMA woos advertisers

Eight steps to building an HP BladeSystem

The UK's mobile operators have agreed to pool and sell customer data in an attempt to stimulate the mobile advertising sector.

Announcing the move at Mobile World Congress in Barcelona, the GSM Association, whose members include 3, O2, Orange, T-Mobile and Vodafone, said it had created a "measurement process for mobile browsing that respects the privacy of mobile users and provides rich planning information for the media and advertising communities".

The quintet has pooled "anonymised" usage data from mobile web users and will sell it to advertisers to help them target users. GSM Association CEO Rob Conway said: "For the first time, the advertising community has access to real, aggregated mobile audience data, which offers insight into the most popular sites, ranked by number of visitors, page impressions, time and duration of visits."

Such monitoring is likely to concern privacy campaigners. AOL infamously released a dataset of "anonymised" web searches in 2006 that were easily traced to individuals.

The GSM Association said its database, "Mobile Media Metrics", would help advertisers better justify spending on mobile campaigns. It will begin offering access to third parties later this year.

Despite much hype, mobile campaigns currently account for a small proportion of digital advertising spend. Research outfit Strategy Analytics expects the UK mobile advertising market to be worth £187m by 2011. ®

Securing Web Applications Made Simple and Scalable

More from The Register

next story
Auntie remains MYSTIFIED by that weekend BBC iPlayer and website outage
Still doing 'forensics' on the caching layer – Beeb digi wonk
Apple orders huge MOUNTAIN of 80 MILLION 'Air' iPhone 6s
Bigger, harder trouser bulges foretold for fanbois
Bring back error correction, say Danish 'net boffins
We don't need no steenkin' TCP/IP retransmission and the congestion it causes
GoTenna: How does this 'magic' work?
An ideal product if you believe the Earth is flat
Samsung Z Tizen OS mobe is post-phoned – this time for good?
Russian launch for Sammy's non-droid knocked back
Telstra to KILL 2G network by end of 2016
GSM now stands for Grave-Seeking-Mobile network
Seeking LTE expert to insert small cells into BT customers' places
Is this the first step to a FON-a-like 4G network?
Yorkshire cops fail to grasp principle behind BT Fon Wi-Fi network
'Prevent people that are passing by to hook up to your network', pleads plod
prev story

Whitepapers

Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Seven Steps to Software Security
Seven practical steps you can begin to take today to secure your applications and prevent the damages a successful cyber-attack can cause.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.