All the big five UK Operators now involved with the IAB on Mobile Advertising

O2, T-Mobile (NYSE: DT), Vodafone (NYSE: VOD), and 3 have all now signed up as members (alongside existing member Orange) of the Internet Advertising Bureau, in the UK. The Operators have formed a Mobile Steering Group to oversee the Mobile Advertising strategy of the IAB.

When the IAB conducted a survey last year, they found that mobile advertising lacked  standards, and also measurement systems. The IAB will therefore focus on research and promotion of mobile advetising, in addition to the commitment the Operators have made to the Mobile Marketing Association – which focuses on best practice and consumer privacy.

This is definitely a good move – so much of mobile advertising lacks structure, that it’s really great to see big players stepping in to set up frameworks to Ad delivery.

[Via: Brand Republic]