Vodafone Group, O2, T-Mobile International, Orange and 3 have struck a deal and will conduct a feasibility study to help advertisers conduct mobile campaigns.
A key priority is the definition of a range of metrics that will describe the mobile audience and measure the effectiveness of mobile advertising.
The new system will encourage transparency between operators and bring mobile measurement up to a par with television and press advertising.
"The commitment of all five UK operators to this initiative is critical for the development and future success of mobile as an advertising channel," said Rob Conway, CEO of the GSMA.
"The working group and the GSMA will facilitate crucial engagement between mobile operators, advertisers and agencies, to help ensure that mobile advertising realises its full potential for the benefit of all players in the ecosystem."
The GSMA is at an advanced stage of discussions with a number of industry stakeholders to support this initiative in mobile markets globally.
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