![](http://www.nortycohen.com/wp-content/uploads/2010/02/ad_metrics1.jpg)
Comscore and GSMA have recently released the first metric standard for mobile advertising in the United Kingdom. The metrics will be gathered by collecting browsing rates of the major UK mobile carriers through opt-ins by a small group of mobile subscribers. Along with Comscore’s participation, the GSMA will also be working with the Mobile Marketing Association and Internet Advertising Bureau.