WASHINGTON-The Cellular Telecommunications Industry Association, the Wireless Data Forum and NetRatings Inc. have joined forces to study the impact of advertising on the wireless Internet.
There has been much speculation about the potential efficacy of advertising on the wireless Internet, said CTIA.
“A number of important questions must be answered before [relevant content can be delivered to wireless phones] … If you can measure it, you can manage it. Now let’s figure out how to measure it,” said CTIA President Thomas Wheeler.
“Better technology creates a better user experience, which increases the acceptance of advertising,” said Mark Desautels, WDF president and chief executive officer.
The three groups are creating the Wireless Audience Measurement Council, which will first meet Oct. 18 at Wireless I.T.
NetRatings is the audience measurement service of Nielsen Media Research.
