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BizReport : Mobile Marketing : April 04, 2007

Mobile advertising standards to be defined

A global trade group is forming a committee that will set standards and practices for the mobile advertising industry. Backed by the GSMA, the committee will define measurement tactics and establish rules for mobile marketers.

by Kristina Knight

“We need common definitions of advertising inventory,” said Bill Gajda, GSM Association CMO (via ClickZ News). “We want to make it easy for advertisers and advertising agencies to figure out what is real estate in mobile.”

One of the first plans of action will be creating a kind of one-stop shop, similar to DoubleClick's Dart or Aquantive's Atlas platforms for online advertisers.

According to Clickz News, user profiles will also be made a priority for the committee. In addition to advertising companies, carriers and service providers will be included in the rule-making process. The GSMA is better known in the European and Asian markets, but with the formation of the defining committee, will become more active in the American marketplace as well.

Mobile advertising has been fast-rising across the globe, though mobile users have been slower to accept the technology. Nearly a quarter of advertisers are earmarking more ad dollars for mobile marketing efforts. According to research from Jupiter/Kagan, the mobile ad spend will more than double to reach $2.9 billion by 2011.

Tags: mobile advertising, mobile advertising metrics

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