Mobile ad network Millennial Media is launching a monthly advertising "scorecard" that provides data and metrics from campaigns running on its network -- similar to what AdMob is doing very successfully -- to the broader market:

This monthly program details relevant insights about the U.S. mobile advertising market by focusing on reach, targeting, impressions and handset information. Millennial Media’s SMART also changes the dialogue from publisher-focused industry sizing metrics like number of impressions, to advertiser and media-relevant metrics including reach and engagement. Additionally, the SMART provides analysis and recommendations for advertisers looking to better understand and excel in the mobile advertising market.

Highlights from Millennial Media’s March SMART include:

• More than 10B U.S. impressions in Q1 2009 (January through March); 3.39B in March alone
• Reach of nearly 31M out of the 56M Nielsen-identified mobile internet users
• The top 20 mobile handsets account for 43% of all mobile web traffic on Millennial Media’s networks
• 58% of campaigns utilized some level of geo targeting
• 10 of the top 20 U.S. mobile DMAs by ad requests were in three states: California, Texas and Florida.
• 42% of campaigns utilized frequency capping
• 1.09 were the average number of ad requests per page view
• 42% of brands are utilizing other Third Party tracking capabilities, while 58% rely on Millennial Media for campaign tracking

(Emphasis added)

Top devices on Millennial's network:

Top DMAs by ad requests:

These kinds of data from the traditional sources (e.g., comScore, Nielsen), as well as the ad networks, form an important part of marketing conditioning and education for brands and agencies, which we can describe as "mobile curious."

Finally, Millenial brings it up in the company's release but it's worth showing again: mobile outperforms online across all traditional metrics (per Insight Express).