The two have entered into partnership with all five major mobile operators in the UK to announce the launch of GSMA Mobile Media Metrics (MMM) a "pioneering census-level solution" designed to aid advertising agencies pitch and plan their campaigns for the mobile.
In short, MMM will monitor mobile usage from a select, anonymous, sample of consumers, delivering statistics that should enable marketers to hone their campaigns more effectively.
Knowledge is power
According to those behind the venture, it should make advertising on the mobile much more enterprising.
"The underlying principle of Mobile Media Metrics is to deliver valuable and actionable reporting tools to the media industry, while respecting the privacy of individuals," CEO of worldwide mobile operator association GSMA Rob Conway says.
"Access to transparent measurement is essential in establishing mobile as a legitimate advertising medium, and Mobile Media Metrics is a critical element in advancing this process."
MMM will delve into a certain depth of detail, too, offering a view on mobile internet usage behaviour, collating site visitation, page views, time spent on each site and the device used in the first place.
You can see how this will work in terms of the first batch of data released.
Basically Facebook and Google are dominating mobile data.
