Feeds

Mobile operators combine to flog customer data

GSMA woos advertisers

Top 5 reasons to deploy VMware with Tegile

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. ®

Security for virtualized datacentres

More from The Register

next story
Brit telcos warn Scots that voting Yes could lead to HEFTY bills
BT and Co: Independence vote likely to mean 'increased costs'
Phones 4u slips into administration after EE cuts ties with Brit mobe retailer
More than 5,500 jobs could be axed if rescue mission fails
New 'Cosmos' browser surfs the net by TXT alone
No data plan? No WiFi? No worries ... except sluggish download speed
EE buys 58 Phones 4u stores for £2.5m after picking over carcass
Operator says it will safeguard 359 jobs, plans lick of paint
Radio hams can encrypt, in emergencies, says Ofcom
Consultation promises new spectrum and hints at relaxed licence conditions
Google+ GOING, GOING ... ? Newbie Gmailers no longer forced into mandatory ID slurp
Mountain View distances itself from lame 'network thingy'
Vodafone to buy 140 Phones 4u stores from stricken retailer
887 jobs 'preserved' in the process, says administrator PwC
Bonking with Apple has POUNDED mobe operators' wallets
... into submission. Weve squeals, ditches payment plans
Drag queens: Oh, don't be so bitchy, Facebook! Let us use our stage names
Handbags at dawn over free content ad network's ID policy
prev story

Whitepapers

Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.
WIN a very cool portable ZX Spectrum
Win a one-off portable Spectrum built by legendary hardware hacker Ben Heck
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Beginner's guide to SSL certificates
De-mystify the technology involved and give you the information you need to make the best decision when considering your online security options.