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Thursday, December 16, 2010

GSMA Mobile Media Metrics not delivering what agencies want, says report

A report by New Media Age says the GSMA’s Mobile Media Metrics hasn’t lived up to expectations. The service, which aimed to offer accurate mobile usage data, was launched in February 2010.

However, it’s currently unable to include traffic from the Three UK network and isn’t capable of delivering full tracking when smartphone users connect via WiFi. In addition, data from BlackBerry devices and via proxy browsers can be encrypted, preventing it from being used.

[NMA.co.uk]

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