Madhouse Inc and iResearch Partnership launch mobile ad tracking service

According to Madhouse, advertisers who serve mobile ads on MadNetwork are eligible for the service, which the companies claim is the first third-party mobile ad tracking platform in China.

Co-developed by Madhouse and iResearch, mWebTracker will utilise codes to analyse data from mobile sites and provide reports to advertisers on the effectiveness of their campaigns.

The technology is also to monitor mobile users according to geography, handset brand and retail price.

“Mobile marketing in China has experienced rapid growth over the past three years and is becoming increasingly accepted. We believe the launch of mWebTracker will help promote the healthy development of China’s mobile marketing industry,” said CEO and founder of Madhouse Joshua Maa (pictured).

According to iResearch data, the mobile marketing market in China has reached Rmb 280 million (US$40.9 million) in 2008 and is slated to grow to Rmb 2.76 ($403.8 million) billion by 2011. It will “maintain a growth rate of over 100 per cent in the next few years,” said Henry Yang, founder and president of iResearch.