M:Metrics Launches Mobile AdTracker

Today M:Metrics debuts a new service tracks ad display on mobile sites, or on the devices themselves.

M:AdTracker will be deployed on 120 mobile portals and websites, including those from ESPN and other high-level publishers, as well as a few lower-tier ones.

The software measures ad display four times daily and returns raw numbers to M:Metrics, where data is analyzed and scrubbed by a team before conversion into client-ready reports.

Ads must link back to a webpage to be counted by the software.

Early reports show a number of Fortune 100 companies advertising on mobile platforms, breaking conventional wisdom that mobile advertising tends to be primarily for mobile products.

Mobile Video Audience Expands Like Wildfire

The audience for mobile video in the US, which totals 8 million in August viewing from a carrier deck or referred video content, is up 34 percent from January, according to M:Metrics.

That's just 3.7 percent of US mobile subscribers, but the growth rate is impressive.