"In mobile people are trying to validate whether advertising’s real or not. That’s what happened in online as well," says MoPhap CEO Bob Walczak. "One of the things that made online explode is audited reporting through agencies [such as DoubleClick and Atlas], and their reporting systems," Walczak told Jack Myers Media Business Report in an exclusive interview. MoPhap, a New York-based mobile ad company, plans a solution in early 2008 for what they’re calling the first persistent cookie for mobile; it’s an algorithm that asks a device a couple hundred questions to give it a unique identifier and track its usage whether serving video, SMS, Java applications, animated gifs or banner ads. MoPhap can already match an ad with a contextual scan of a page to give a highly relevant message.