It's worth noting, no one else in the mobile ad tech industry offers a 100% in-app viewability guarantee. Not Rubicon Network, not Rocket Fuel, not Google, not Facebook, not MoPub, not AirPush, none of them. Kudos to MM showing leadership. In business strategy terms, MM is pursuing a "Differentiation" strategy. And it will work. There is a reason no one else is stepping up to the plate to offer this guarantee -- they can't.
Interesting happenings -- first major play by a telco in the digital ad space. Other telcos will follow. This is good for Mobile Ad tech companies, especially adding visibility for companies like Millenial Media and others.