The Internet Advertising Bureau (IAB) and a selection of its mobile members have launched a white paper to help agencies with mobile display advertising.

The paper, created with Velti, StrikeAd and Adtech, aims to show agencies that a ‘one size fits all’ approach is not effective, looking at the maturity that the platform has gone through over the past 18 months.

At this year’s IAB’s mobile Engage conference, the IAB’s chairman, Richard Eyre urged agencies to adopt an integrated mobile strategy and stated not having one is ‘entirely unacceptable’.

Amit Kotecha, IAB’s networks and mobile manager, said: “One of the key objectives of the mobile department at the IAB is to work with our members to make mobile advertising easier to plan and buy. This white paper - created by ad servers but tailored for agencies - addresses some of the real issues that are faced in the industry at the moment. This is an invaluable resource for the IAB, which should be used when considering a mobile strategy.”