Mobile advertising explosion coming?

Mobile advertising is on the rise, with increasing opportunities for advertisers to hit their target audience with precision

Mobile users could soon be facing an explosion of advertising on their phones following a key industry deal announced today in New York.

The GSM Association (GSMA) and the Mobile Marketing Association (MMA) have agreed to collaborate on ways to accelerate the development of mobile advertising worldwide.

The move marks the first major step towards creating global standard for mobile advertising, seen as an essential element in expanding the use of mobile advertising worldwide. The GSMA and MMA will be working to develop new advertising techniques specifically for a mobile audiences, create advertising guidelines, and develop other structures to further boost the small but fast-growing mobile advertising medium.

Mobile advertising growth

"The MMA and GSMA will bring leading advertisers, agencies and operators together to ensure that this very promising, but nascent, advertising medium realises its full potential for the benefit of all players in the ecosystem," said Bill Gajda, Chief Commercial Officer of the GSMA.

Fears that this could lead to an explosion in intrusive mobile advertising have been played down by the GSMA, which reiterated its position that responsible use of mobile advertising was essential for its development, owing to the uniquely personal nature of the mobile phone.

Bill Gajda told Tech.co.uk. "

Several UK operators have already introduced advertising to their mobile services. 3 became the first to offer free video content downloads packaged with adverts in April 2007.

Latest in Phones
The Samsung Galaxy S25 Edge on display the January 22, 2025 Galaxy Unpacked event.
A fresh Samsung Galaxy S25 Edge leak hints at a 2K display and a titanium frame
Samsung Galaxy Z Fold 6 in Paris in front of the Louvre pyramid
I switched to a Samsung Galaxy Z Fold 6 five months ago and I haven’t looked back – here are five things you need to know before buying a foldable phone
iPhone 16 Pro Desert Titanium in hand
I think the rumored iPhone 17 Pro redesign looks great – but is it Apple enough?
Android 16 logo on a phone
Here's how Android 16 will upgrade the screen unlocking process on your Pixel
Apple iPhone 16 Review
New iPhone 17 report lends weight to rumors of major display and camera upgrades, and a pricey Apple foldable
Apple iPhone 16 Review
The latest iPhone 18 leak hints at a major chipset upgrade for all four models
Latest in News
Apple Watch Ultra 2 timer
The Apple Watch is getting a sleep alarm upgrade it probably should have had 10 years ago
Nikon Z5
The Nikon Z5 II could land soon – here's what to expect from Nikon's rumored entry-level full-frame camera
Google Pixel Watch 3
Google Pixel Watches hit with delayed notifications, crashing, and performance issues following Wear OS 5.1 update
Zendesk Relate 2025
Zendesk Relate 2025 - everything you need to know as the event unfolds
Disney Plus logo with popcorn
You can finally tell Disney+ to stop bugging you about that terrible Marvel show you regret starting
Google Gemini AI
Gemini can now see your screen and judge your tabs