The Interactive Advertising Bureau (IAB) announced the launch of the IAB Mobile Committee, which will set advertising standards for mobile ad platforms.
As part of its mission, the committee will set measurement and creative guidelines to promote the effectiveness of mobile ads. The IAB says the committee will help the mobile ad industry learn to increase its revenue.
"Supporting the arsenal of interactive ad supported platforms including mobile, helps our members leverage their existing systems and infrastructure to expand their offerings for their clients," says Sheryl Draizen, senior vice president and general manager of the IAB.
The committee is chaired by Gary Schwartz, CEO of Impact Mobile, with 26 founding member companies including Google, Yahoo!, AOL, Microsoft, Disney, CBS, CNN and NBC.