by: Angela Haggerty| The Drum

The Association of Online Publishers is leading a new initiative with the backing of big media hitters including the Telegraph, Guardian, Bauer and the IAB to increase mobile advertising spend by standardising ad formats and simplifying the buying and selling process, it was revealed on Wednesday.

The scheme has received the endorsement of the Interactive Advertising Bureau (IAB) and the Mobile Marketing Association (MMA) and will encourage mobile advertising growth by promoting the value of quality publisher content to advertisers, simplifying the buying and selling process, standardising ad formats and opening a channel between agencies, advertisers and publishers in the mobile space.