IAB Australia Launches Mobile Council

The Australian wing of the Interactive Advertising Bureau (IAB) has today announced the establishment of a Mobile Advertising Council (MAC), its fourth working group.

IAB launched a Measurement Council, a Standards and Guidelines Council and a Research Council in early 2009. Each of these is tasked with discussing and shaping the IAB's policy and initiatives, and addressing the key issues facing the country's online ad industry.

The new Council will hold its first meeting in October and will include representatives from IAB members, as well as AIMIA and the MFA. Its focus will include mobile audience measurement in addition to mobile advertising standards, guidelines and ad expenditure reporting.

Paul Fisher, CEO of IAB Australia, says the three existing Councils have been very successful and productive since their launch more than two years ago, adding: 'The time is right to build on these successes with the launch of the Mobile Advertising Council.'

The MAC will call upon the experience of the IAB UK, European and US bodies and Australia's AIMIA Mobile Industry Group and other bodies.

Web site: www.iabaustralia.com.au .