M:Metrics today unveiled the first competitive tracking service for mobile advertising, M:AdTracker, at the Mobile Marketing Forum.

“As advertisers are increasingly featuring mobile into their ad buys, they are clamoring for data about who’s advertising what, where and when,” said Will Hodgman, president and CEO, M:Metrics, who previously founded AdRelevance, the global standard for measuring Internet ads. “It’s thrilling to see our vision manifest, as mobile emerges as an advertising-supported medium.”

With 15 percent of U.S. mobile subscribers accessing news and information via the mobile browser, advertisers’ attention is turning toward banner advertising. However, before today, there was no way of monitoring the current inventory of mobile ads to inform advertising campaign strategies.

M:AdTracker provides a much-anticipated glimpse into the mobile advertising landscape. M:AdTracker continuously monitors clickable display advertising from a broad representative set of mobile Web destinations, and classifies the data by industry, company and by product/service to reveal leading advertisers in and across market segments.

The service is available today in the United States and will be rolled out to the major European markets in 2008.