Mobile Entertainment reports on some research from the GSM Association that forecasts a potential $250 billion mobile advertising market built around a new initiative.

Earlier this year, European mobile operators O2, T-Mobile, Orange and 3 joined forces with the GSMA to "define a common mobile ad audience measurement system," ME says. The idea behind the initiative is to make it as easy for advertisers to run a mobile campaign as it is for them to run one on more traditional platforms, such as TV.

According to the publication, the ambitious $250 million is for 2010 and is based on the GSMA's estimates for a total mobile ad market of an even more ambitious $533 billion.