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ABC, Verve announce agreement to audit newspapers’ mobile readership

By Published on .

Arlington Heights, Ill.—The Audit Bureau of Circulations said Thursday that its interactive unit, ABCi, will work with Verve Wireless to audit mobile content from newspapers delivered via the Verve publishing platform.

Verve works with about 600 publishers in the U.S., Canada and Europe. With this agreement, newspaper advertisers can access mobile usage data from apps, e-readers and mobile browsers. Information is available on mobile audiences by device type and daypart.

“With all the buzz around the iPad, and with use of mobile browsers exploding, newspapers and their advertisers are increasingly interested in seeing mobile metrics detailed in ABC reports,” Michael Lavery, ABC president-managing director, said in a statement.

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