Telephia and Roundbox, Inc.announced a deal to develop on-device audience measurement for mobile broadcast applications.

The partnered technology will be deployed in permission-based consumer research panels and will help media companies, mobile broadcasters, mobile operators and advertisers to track consumer viewing behavior.

"The only way to get a complete view of the behavior, attitudes and demographics of the mobile media audience is to build a metered panel," says Sid Gorham, president and CEO, Telephia. "The launch of mobile broadcast networks and scale introduction of mobile advertising will make this type of measurement approach an imperative for the industry."

In October The Interactive Advertising Bureau (IAB) announced the launch of the IAB Mobile Committee, which will focus on setting advertising standards for mobile ad platforms.

For mobile ad marketing strategies, read Alan Chapell's "Reach the Mobile Consumer," and Mike Baker's "Three Steps for Mobile Marketing."