LONDON: The GSM Association is to join forces with the UK's five main mobile networks – Vodafone, Orange, T-Mobile, 3 and O2 – in order to establish a standardised system for measuring mobile media audiences.

The GSMA, which represents some 750 third generation networks worldwide, will also work with the media industry's electronic measurement body ABCe to establish a set of common metrics for use by the UK mobile sector.

Once established, the system could be rolled out on an international level, with the partners in the scheme emphasising that all individual user data will be completely anonymous.

Screen Digest estimates the UK mobile advertising market will be worth £7.4m ($13.2m; €9.3m) in 2008, rising to £24.9m in 2012, with the current limitations regarding measurement often cited as a central reason for limited advertiser take-up.

Richard Saggers, Vodafone's group head of mobile advertising, said the company is determined to "invest effort and activity in developing standards" of mobile measurement.

Data sourced from Brand Republic; additional content by WARC staff