Canadian Magazine Industry News
16 December 2010,     TORONTO
Polar Mobile partners with ABCi, Webtrends to provide mobile application analytics
Toronto-based mobile application developer Polar Mobile recently announced partnerships with the Audit Bureau of Circulations interactive unit and U.S.-based mobile and social analytics company Webtrends to provide verifiable numbers for its clients, which include Transcontinental's Elle Québec and The Hockey News and Rogers Publishing's Maclean’s and Canadian Business.

ABCi, which also announced a partnership with app maker Spreed Inc. last month continues to be approached by developers like Polar Mobile which want to provide verifiable mobile reports for its clients, says ABC vice president and general manager Joan Brehl. “We think mobile is a great place for ABC to be,” she says. “We are following consumers to the digital world and providing opportunities to report this information as either a standalone in the ABC m.Audit or in the total audit.”

Polar Mobile director of alliances Marlon Rodrigues says the partnership with ABCi will provide clients with verified numbers to help them grow outside their usual online advertiser base. “With so many different companies publishing their own mobile reports, there is a general skepticism in the numbers themselves because its not known what standards these folks use to calculate the numbers,” he says. “It takes an organization like ABC to stamp the approach, and the numbers that are provided to come around for there to be more trust from those not in the mobile business.”

In addition to partnering with ABCi, Polar Mobile recently announced it is working with mobile and social analytics company Webtrends. Using Polar Mobile's SMART Platform to launch mobile applications and powered by Webtrends, clients will have access to real-time mobile analytics technology beginning in the first quarter of 2011, says Rodrigues. “These numbers will make it easier to have conversations about your mobile applications,” he says. “There won’t be questions in the back of your head as to whether the numbers are real or verifiable.”

— V.M.
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