I missed this last week, but thought it was worth slipping in now. The Internet Advertising Bureau has signed up its first mobile advertising agency, 4th Screen Advertising, and says it's going to expand its activities more into mobile in 2007 and beyond.
The IAB and 4th Screen will collaborate on research-based projects in the coming year, and presumably the IAB is hoping to sign up more mobile agencies too. I wonder what this means (if anything) for established mobile marketing trade bodies and organisations.
"We are dedicated to keeping our members and UK advertisers up to date with all the latest industry research as well as insights into consumer behaviour and attitudes," says Guy Phillipson, CEO of the IAB. "So extending our remit into the mobile advertising arena would be the most logical step."