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O2, T-Mobile, Vodafone, 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]
About The Author
Ben Robinson
Ben is a 10+ year veteran of the Mobile industry – starting his career when SMS was a still a relatively new concept for most people (!), he has now consulted on everything from bleeding-edge Mobile content, to the next-gen accessories you might view it on. As a result he has a broad and deep knowledge in numerous areas of Mobile – from network operators to device vendors, to infrastructure and middleware vendors (not to mention content delivery) – and has worked for companies in all of these areas! He is based in the UK, a hotbed of activity for mobile, and recently became a father for the second time – as oppose to in his younger years when he was happy spend time tweaking all manner of mobile devices to 'nth' degree, he now looks for services and hardware that provide the most efficient, compact, and reliable improvements to his already manic life! It’s his opinion that Mobile solutions should be there to help to make your life better – if a particular solution (be it service or device) isn’t doing this, he believes you need to ask the very important question of why you continue to use it... His focus at IntoMobile is mainly on Mobile content, services, and infrastructure, particularly as regards the UK market – and with the occasional look at devices. Additionally, using his extensive experience in the industry, he will provide commentary on the industry at large, with regular (and hopefully thought-provoking) articles.
