The GSM Association (GSMA), which is the global trade association representing more than 700 GSM mobile phone operators, is working with the Mobile Marketing Association (MMA) 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. 
The MMA will lead the development of guidelines, formats and best practices for mobile advertising, while the GSMA will work with mobile operators globally to develop and prioritize consistent structures, such as inventory types, and commercial and measurement models that will allow advertisers to create valuable advertising propositions. .
http://www.gsmworld.com
http://www.mmaglobal.com
