Official mobile metrics for the Norwegian market
Earlier this year TNS-Gallup launched a product for the Norwegian media market providing a common currency for traffic measurements. Today the first numbers were published. The product measures unique users, sessions and page views at this stage, but of course much more information is available. The nice thing about these measurements is that the unique users are really unique. This is achieved by the msisdn or an alias from the mobile operators gateways.
I believe this is a huge leap for the Norwegian mobile industry for many reasons. We are now comparing apples and apples, and we can be sure that site1.mobi's unique users are measured the same way as site2.mobi's unique users. Statistics and reports are obvious goodies, but the mobile marketing business now has a common currency enabling the business to precisely determine value on ad space. Reliable numbers are of course also a nice way to get more focus, from the people with money, on the mobile channel as well. Hope this will have a spillover effect in other markets as well!
Posted by jonarne 1 year 26 weeks ago
John Arne has seen the mobile world both from the inside of a Telco and outside as a content provider. Currently he works as Head of Product Development in Mobiletech AS which he also co founded.
Posted by Britt 1 year ago
You might (not) know that the tracking of users on Internet is blocked by many PC users (by blocking all request to/from TNS'sites, TNS'scripts, etc....) How does this work with the phones ?
Posted by jonarne 1 year ago
Well aware of that issue....
In this case the "measurement probe" is an image. On a mainstream mobile phone you have to block all images on the site to block the probe. But of course this is a source of error.
Another source of error is the devices not identifiable through http header info and have "deny 3rd party cookies" turned on. This is also an issue known from the desktop web and is handled methodically similar for mobile.
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Jon Arne S.