Today I got my hands on either a big mistake, or a big joke, from two different sources. According to m:metrics, which I have a strong respect, these are monthly statistics for mobile ad requests in Europe for March 2008:

Great data, total almost 3 billion ad impressions, however… If I break down Eastern Europe, depending on which “Eastern Europe” you take (Greece and Turkey are a tough one). We pretty much get to the following: Czech, Slovakia, Hungary, Romania, Poland, Ukraine, Bulgaria, Romania, Belorussia, Russia, Turkey, and others.

All of that, serving around 110 million impressions each month.

Now these are numbers for only Czech Republic:

  • Mliven sites - ~12 million impressions
  • Operator official decks - ~15 million impressions
  • Other service partners (Mliven might be around 20 - 30% of the market) - ~30 million impressions
  • Total: ~57 million impressions

Well using these m:metrics numbers, Czech Republic makes over 50% of revenue of impressions in all of Eastern Europe, which of course isn’t the case.

To m:metrics - My advice would be to get the data corrected. No big of a deal, the market is starting and we are all learning from our mistakes. I don’t think Mliven has over 10% Eastern European mobile advertising marketshare, even though that would obviously be great for us. Maybe next time.

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