Telephia teams with Roundbox for video monitoring

SAN FRANCISCO-Telephia is teaming with place-shifting software developer Roundbox Inc. to deploy on-device measurement technology for wireless video and other mobile broadcast applications.
The companies said they are building an interface between Rondbox’s mobile broadcast software and Telephia’s metering platform that tracks broadcast usage and reports results to a central server. The technology will be deployed in permission-based consumer research panels.
“Mobile broadcast is a breakthrough technology facilitating massive-scale and low-cost consumer access to multimedia content such as mobile TV, data services and radio,” Roundbox chief Dennis Specht said. “However, in order to translate this technology into a thriving business ecosystem, complementary technology for accurate service measurement must also be developed.”
Telephia and its rival M:Metrics have gained substantial traction monitoring mobile data usage among consumers; several other players including Nielsen Media Research are also beginning to stroll onto the playground. And the space is increasingly attracting attention: Analysts say understanding wireless behavior patterns is crucial as the industry seeks to generate advertising dollars by delivering targeted marketing messages on mobile phones.