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In an effort to increase marketers' confidence in mobile advertising, Third Screen Media will incorporate independent consumer data from mobile research firm Telephia into its mobile ad-serving platform, writes MediaPost.

Third Screen will offer its clients access to Telephia's panel-based audience and demographic info on mobile web users. The data will appear alongside campaign reporting data in the company's MADX ad-serving system.

The goal is to help agencies better target mobile audiences while giving publishers, like ESPN, information to better position their mobile websites.

Third Screen customers will get "teaser" data at no charge, but will have to pay extra for full access to Telephia's mobile research.