Feeds

Mobile operators combine to flog customer data

GSMA woos advertisers

Using blade systems to cut costs and sharpen efficiencies

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. ®

HP ProLiant Gen8: Integrated lifecycle automation

More from The Register

next story
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
Major problems beset UK ISP filth filters: But it's OK, nobody uses them
It's almost as though pr0n was actually rather popular
Microsoft unsheathes cheap Android-killer: Behold, the Lumia 530
Say it with us: I'm King of the Landfill-ill-ill-ill
All those new '5G standards'? Here's the science they rely on
Radio professor tells us how wireless will get faster in the real world
Apple orders huge MOUNTAIN of 80 MILLION 'Air' iPhone 6s
Bigger, harder trouser bulges foretold for fanbois
US freemium mobile network eyes up Europe
FreedomPop touts 'free' calls, texts and data
'Two-speed internet' storm turns FCC.gov into zero-speed website
Deadline for comments on net neutrality shake-up extended to Friday
Oh girl, you jus' didn't: Level 3 slaps Verizon in Netflix throttle blowup
Just hook us up to more 10Gbps ports, backbone biz yells in tit-for-tat spat
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.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Reducing security risks from open source software
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.