The UK’s five biggest mobile operators have signed a deal to develop a common system for measuring mobile advertising effectiveness that aims to make it as easy for advertisers to run campaigns on mobiles as it is across other media such as TV and press.

Advertisers and agencies have long complained that one of the key stumbling blocks facing the mobile advertising sector is the lack of a consistent way of measuring audiences and transparency between operators. Now the international operations of Vodafone, O2, T-Mobile, Orange and 3 have formed a working group to define a common mobile advertising audience measurement system.

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