The UK's five biggest mobile operators have struck a ground-breaking deal to develop a common system for mobile advertising, which aims to make it as easy for advertisers to run campaigns on mobiles as it is across other media such as TV and press.
Advertisers and agencies have long complained that one of the key stumbling blocks facing the mobile advertising sector is the lack of a consistent way of measuring audiences and transparency between operators.
Now the international operations of Vodafone, O2, T-Mobile, Orange and 3 have formed a working group to define a common mobile advertising audience measurement system, similar to what already exists for other mediums such as TV and press.
"This initiative represents a great opportunity to reach out to the media buying world in order to secure more mobile budget from big brand spenders," said Neil Andrews, head of portal at 3.
From Online Annonsering
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