The world’s major mobile phone operators have joined up in an effort to establish media measurement practices in mobile advertising. If they manage to secure a de facto standard then it will help them retain a larger share of the mobile advertising market. Competitors for this space include the mobile networks, content providers and handset manufacturers. All three sectors are desperate to grab a slice of the huge revenues mobile ads will deliver in the future.

The GSM Association will test its practices in the UK first. A working group will work out metrics and measurement processes for mobile advertising. It’s unlikely that major players like Google will sit back and watch quietly. Expect a measurement battleground to develop quickly.

The GSM association’s CEO, Rob Conway, tells us:

“The commitment of all five UK operators to this initiative is critical for the development and future success of mobile as an advertising channel. The working group and the GSMA will facilitate crucial engagement between mobile operators, advertisers and agencies, to help ensure that mobile advertising realises its full potential for the benefit of all players in the ecosystem.”

Note that Mr Conway fails to mention the poor old content providers or operators…