Twenty leading media companies had been chosen to form the 1st mobile advertising working group established by the UK’s IAB.

Among the 1st to enroll in the team are Google, Channel 4, Bauer Media and the Telegraph, who’re tasked with tackling the large technical challenges facing the mobile marketing industry.

Microsoft, Yahoo, Adfonic and ITV have also signed up sooner than the launch, with one more five yet to be announced. 

The news was revealed this morning by Jon Mew, the IAB’s director of mobile and operations, at IAB Mobile Engage in London.

Wes Biggs, Adfonic’s CTO, said: “The IAB is a crucial forum to make sure that the rapid innovation happening in mobile advertising is just not hampered by a scarcity of technical standards or uncertainty around adoption of key approaches or technical architectures. Adfonic is worked up to bring our deep experience and information of the mobile ad tech space to this ongoing discussion.”