M:Metrics takes ad tracking to UK

M:Metrics has launched M:Ad, its tracking service for mobile advertising in the UK.

M:Ad monitors clickable display advertising from a broad representative set of mobile web destinations, and classifies the data accordingly across market segments. The technology categorises ads by company, division, product/service and the sector it belongs to. It can calculate when ads are used in order to help identify seasonality and campaign rotation.

403 ads were tracked by the service in the UK in January 2008, including 91 campaigns by 48 companies, representing industries such as advertising, automobile manufacturers, broadcasting and cable TV, internet retail, movies and entertainment, casinos and gaming, food retail, home furnishings and computer hardware.