Penthera, Telephia team on content measurement

Mobile broadcast and multimedia software developer Penthera Technologies announced an agreement with consumer research firm Telephia to track and measure mobile device content consumption, promising operators the ability more effectively develop advertising strategies based on the habits of specific demographics. "By joining forces with Telephia, the companies provide the market with an accurate way to measure, analyze and assign tangible value to mobile advertising and its effectiveness," said Penthera's senior director of business development Peter Bentley in a prepared statement. "[Our] approach also provides operators interactive capabilities to capture impulse buys or generate a response, measure the effectiveness of any given advertising campaign, and enables a clear path for operators to make additional revenues by selling highly targeted ads to specific demographics that display specific content consumption habits. This will be increasingly valuable as this market segment continues to mature."

For more on the Penthera/Telephia deal:
- read this release

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