The GSM Association (GSMA) international trade association for mobile phone operators is conducting a study in the United Kingdom in a quest to establish common measurement standards for mobile advertising worldwide.
GSMA members T-Mobile International and other U.K. mobile phone operators are exploring ways to aggregate data on a consistent and audited basis to support mobile advertisers and agencies. The goal is to devise a transparent means for measuring the effectiveness of advertising distributed to consumers with mobile communications devices.
The GSMA represents more than 700 mobile telephone operators in 218 nations. It has offices in Atlanta and London.
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