Telephia to provide customer data to Third Screen Media

In an effort to increase advertiser confidence, Telephia will begin providing research to Third Screen Media based on mobile users' data. The deal calls for Third Screen to provide access for Telephia's audience and demographic information to agency and publisher clients.

by Kristina Knight

The partnership came about because Third Screen's agency clients wanted third-party research as well as publisher data, according to Jeff Janer, Third Screen CMO. "It's tremendously efficient from an operational perspective to have those things bundled together," he said (via MediaPost). He went on to explain that clients will get "teaser" information free. Full access to Telephia's mobile research data will be on a paid basis.

The Telephia research will be paired with publisher self-reported information as well as Third Screen campaign reporting data. The single-screen view will be divided into panels on the MADX platform. With the three sources of information available at once, Third Screen hopes to help clients to better target ads to the mobile audience.

In 2007, mobile advertising is expected to bring in about $878 million. However, as mobile marketing becomes more prevalent and the ad model grows from transactional to ad-supported, those numbers are expected to explode. According to some research figures, the mobile ad spend is expected to rocket to more than $1 billion by 2010.