M:Metrics, the mobile media analyst, has unveiled M:Ad, its competitive tracking service for mobile advertising, in the UK, revealing the first definitive metrics for measuring mobile advertising inventory. The measurement firm reports that online retail companies such as Electronic Arts, Glu and Ebay are placing the bulk of mobile ads, with the category comprising of 39 per cent of all mobile ads tracked by M:Metrics.

“Early findings are encouraging, as they indicate that mobile is increasingly being incorporated into mainstream media buys,” said Paul Goode, senior analyst, M:Metrics. “In January, M:Ad has tracked major brands across a range of industries, including Avis, BMW, Cadbury's, Citroen, EMAP and IBM, using mobile advertising.”

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