Having put its legal challenge from Nielsen behind it, M:Metrics is moving forward with its mobile advertising monitoring program, M:AdTracker. The Seattle-based mobile data collector has also struck a partnership deal with the British Market Research Bureau. The product of their joint venture, TGI M:Metrics, is designed to provide mobile media usage stats for marketing strategies and advertising campaigns. TGI will be released in the UK in early 2008. Release

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As for M:AdTracker, the new service is designed to cover “who’s advertising what, where and when” on mobile sites, according to a statement from Will Hodgman, president and CEO, M:Metrics. The intelligence gathering promised by M:AdTracker seems similar to Nielsen’s AdRelevance product, which offers marketers a general view of how and where their competitors are advertising online. (Hodgman founded AdRelevance.) M:AdTracker is being rolled out in the US now, with a European version coming next year. While M:Metrics is unveiling these services as a way of competing against more established measurement firms like Nielsen and TNS Media Intelligence, the company’s moves also reflect the industry’s demand that companies do more than provide data from panel-based sampling methods. Release

—ClickZ: At the outset, M:Metrics has lined up monitoring across 120 mobile websites for M:AdTracker. ESPN Mobile is among the more notable sites participating in the program.

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