Third Screen Bolsters Data Offering with Telephia

  |  January 29, 2007   |  Comments

As the mobile ad firm boosts planning, targeting and reporting capabilities through the deal, competition is growing.

Third Screen Media (TSM) has spent the better part of the past year building its publisher network and agency platform. Now it's looking to firm up its platforms with third-party data, which will be made available through a partnership with Telephia.

The relationship will serve both agencies and advertisers using TSM's MADX Agency platform and publishers on the MADX Publisher ad network. Agencies can view demographic data to plan and better target buys on the network. Publishers are able to use the data to gain insight into their audiences, the mobile advertising landscape, and how to position their mobile inventory to appeal to advertisers. TSM previously provided self-reported data detailing historical performance and activity.

"But what the agencies are looking for, and not just of mobile but any emerging media, is independent third-party research that looks across the category of sites, and reports on audience and reach," said Jeff Janer, CMO at Third Screen Media.

Mobile advertising is gaining momentum; early estimates from a recent Jack Myers report peg the channel at $360 million in revenues for 2006, 80 percent growth over 2005. The report forecasts 100 percent growth in 2007 mobile ad spending, reaching $720 million.

Telephia's data are collected through a panel of mobile subscribers and mobile Internet users. Through surveys, the firm is able to report demographic and psychographic data, as well as information on the carriers. "What we are providing to the ad agencies is how many people are visiting these sites on a monthly basis," said Kanishka Agarwal, VP of new products at Telephia.

Agarwal mentioned Telephia is working on having chips embedded in phones to automate measurement of mobile and mobile Web usage through an opt-in program.

While Third Screen Media takes its next step toward building a viable solution for mobile advertising, other companies are entering the space. Millennial Media, which offers a mobile publisher network and ad platform, recently came out of a soft launch with a round of funding. Another mobile services firm, the Hyperfactory, will launch a platform for contextual media planning for cross-media ad planning, buying, integration and execution across various mobile platforms and standards.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!


Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.



Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.



    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...