The GSM Association (GSMA)<\/strong> and the Mobile Marketing Association (MMA)<\/strong> have agreed to cooperate to accelerate the development of mobile advertising worldwide. The two organizations will collaborate to deliver standardization and transparency around current mobile advertising activity, and to develop new, innovative advertising techniques.<\/p>\nThe MMA will lead the development of guidelines, formats<\/strong> and best practices for mobile advertising<\/strong>.<\/p>\n The GSMA will work with mobile operators globally to develop and prioritize consistent structures, such as inventory types<\/strong>, and commercial and measurement models<\/strong> that will allow advertisers to create valuable advertising propositions.<\/p>\n \u201cThis partnership will build on the Mobile Marketing Association\u2019s work-to-date in the development of mobile advertising,\u201d said Bill Gajda<\/strong>, chief commercial officer of the GSMA. \u201cThe MMA and GSMA will bring leading advertisers, agencies and operators together to ensure that this very promising, but nascent advertising medium realizes its full potential for the benefit of all players in the ecosystem.\u201d<\/p>\n The agreement follows the recent announcement of the GSMA\u2019s Mobile Media and Entertainment Group that will oversee its Mobile Advertising Programme, which is made up of representatives from leading mobile operators from around the globe (see recent article here<\/a>).<\/p>\n