Mobile ad success to be measured in UK

The UK's mobile phone networks are testing a ratings system to let advertisers know how well their ads are working. The system - part of the GSMA's Mobile Advertising Programme - will provide information about groups of customers surfing on the mobile internet, what they are looking at and when they're browsing. Information will be collected and checked by an independent third-party organisation in a similar way to the BARB TV viewing figures or the RAJAR radio ratings system. [Sources: The Times, Brand Republic]