It's not exactly riveting news, but it's a necessary step. According to MediaPost, we now have a new industry trade association that will develop standards and best practices in ad content and audience measurement for podcasting, cell phones, and other portable audio/video.

The article restates the well-known problem that tracking on mobile has been difficult, due to the countless number of ways that portable media can be distributed and passed around once downloaded.

The new group, the Association for Downloadable Media (ADM), was formed by 15 companies, ranging from producers and distributors to advertising and research firms. The group said that its purview includes revenue generation from advertising and sponsorship of podcasts, vlogs, and other audio/video content distributed via RSS, ATOM, peer-to-peer, mobile devices and downloads from Web sites, according to the article.

Association For Downloadable Media To Address Ad Standards For Podcasting, Other Content [MediaPost]