Made-up Mobile Ad Network Numbers - Why?

Saw this article today in moco ranking mobile ad networks in the US. They published these numbers, but don't stand behind them - at least entirely. I'm interested in digging a bit deeper into the UV calculation.

  1. Millennial Media: 45.6 million
  2. AOL/Platform-A's Third Screen Media: 28.6 million
  3. AdMob: 25.7 million
  4. Microsoft's MSN Ad Network: 25.4 million
  5. Jumptap: 23.4 million
  6. Quattro Wireless: 23 million

Yahoo! isn't mentioned. Google is not there - guess this doesn't include Search, but these online giants are popular at least with the consumers we survey. Oh, and no application networks or SMS. The article does back up Millennial's claim to reach. They'd have to be reaching just about every person who browses the mobile web in a given month - even those with one page view - to hit this published number. Aside from the rankings, good to see all of the networks doing so well. These numbers have been growing steadily over the past couple of years. With smartphones selling so well, usage of data services is growing. Forrester's data shows relatively few daily browsers outside of smartphone owners. Most of these ad networks show similar usage patterns. All of this traffic together Choosing ad networks isn't a topic I've researched yet. We do advocate though that brands find their customers, understand their mobile behaviors, and build a strategy from there. With the momentum in consumer adoption of mobile data services, it will soon be hard for any consumer or business-oriented brand to avoid the medium as a channel to engage with consumers for much longer.

Why It's Hard To Say Which Mobile Ad Network Is The Largest

Advertisers want to know how many people they can reach before they commit to a multi-million campaign. But in the mobile industry, determining the size of the audience is still difficult, if not impossible—especially among the dozen-or-so mobile ad networks. In an effort to resolve this, Nielsen has reluctantly released a list of the six largest mobile ad networks in the U.S. However, in a strange twist, the research firm warns that it cannot standby the report's accuracy, reports Mobile Marketer, which concludes that obtaining an accurate assessment of each network's reach remains hard to measure. With that caveat in mind, Nielsen said the top U.S. mobile ad networks in terms of monthly unique visitors are: 1. Millennial Media: 45.6 million 2. AOL/Platform-A's Third Screen Media: 28.6 million 3. AdMob: 25.7 million 4. Microsoft's MSN Ad Network: 25.4 million 5. Jumptap: 23.4 million 6. Quattro Wireless: 23 million