The Mobile Marketing Association and the Interactive Advertising Bureau have joined forces to publish a new set of industry standards for mobile advertising, in a bid to streamline ad buying and selling. The standards should help marketers create ads capable of running on several different devices, and help publishers to get better prices for their mobile ad inventory. "Mobile is a unique medium that gets you closer to the consumer than any other. Because of that it needs its own unique framework," says MMA North America Managing Director Michael Becker.