Mobile Internet Measurement Firm Launches

In the US a new mobile measurement firm, Ground Truth, has opened for business. The company will use census-based measures of actual mobile Internet usage from millions of mobile subscribers across the country.

Ground Truth's patent-pending methodology True View gathers data from 2.5 million mobile users, while the firm also taps mobile operators, wireless carriers and infrastructure partners for information.

This methodology provides non-personally identifying usage data, to establish mobile metrics such as number of unique visitors, page views, sessions, session length and advertising clicks.

It also offers insights into the mobile clickstream, for example, where a site's traffic comes from, where it goes and the other properties commonly visited by a site's audience. The firm says that this type of data had been previously unavailable to advertisers and publishers.

'Ground Truth was founded to fill two critical gaps in mobile measurement: accuracy and completeness,' says founder and CTO Michael 'Luni' Libes. 'The only data source that can provide precise measures of mobile media usage is the mobile network itself.'

President and CEO Sterling Wilson says Ground Truth's 'precise, actionable data' offers the market an accurate map of the mobile Internet landscape.

The firm is backed by Walt Disney company Steamboat Ventures, which invests in digital media, consumer and technology companies, and by venture capital firm Voyager Capital.

Web site: www.groundtruth.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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