4th Screen Advertising, the UK mobile advertising agency and sister company to Mobile Interactive Group (MIG), has become the first mobile agency to join the  Internet Advertising Bureau (IAB), the UK online advertising trade body.
As its first mobile agency member, the appointment represents the increased focus the IAB intends to place on mobile marketing over the coming year and beyond.   As members of the IAB, 4th Screen Advertising plan to collaborate on research-based projects to promote a greater knowledge and understanding of the mobile market for UK brands, media buyers, mobile media owners and operators.   
Although there is no doubt that mobile advertising will be a significant advertising channel going forward, there still remains a significant challenge to educate brands to the opportunities in mobile says 4th Screen Advertising Managing Director Mark Slade. By working with the IAB, we hope to leverage their experience in helping to grow a new digital channel. Myself and my team are looking forward to working closely with the IAB over the coming year.”
For the IAB, CEO Guy Phillipson adds:
We are delighted to welcome 4th Screen on board as IAB members, and look forward to working with them in order to promote a greater understanding of mobile marketing as the medium continues to grow significantly. We are dedicated to keeping our members and UK advertisers up to date with all the latest industry research as well as insights into consumer behaviour and attitudes, so extending our remit into the mobile advertising arena would be the most logical step.