The Australian industry is working to get an agreement on the measurement of mobile ads by the end of the year, with mobile phone carriers, publishers of content, broadcasters and agencies meeting to decide how to proceed—the Australian Interactive Media Industry Association (AIMIA) is leading the process (no mention of the MMA in the SMH article). There is some disagreement on where to start: Jason Jercinovic, the managing director of Communicator Interactive, believes the first step is to “aggregate the audiences so that you can show the value that could be had from advertising”, with transparency from the carriers being an issue because they are reluctant to share customer information. “Dominique Layton, head of interactive at Y&R Brands, said the industry was getting ahead of itself. “The biggest barrier [now] is the cost [of accessing data]. It’s great to have tracking in place but you have to have the numbers in place and we are not there yet.”