According to this CNET News article, big media brands such as Fox News, USA Today, and ESPN aren't waiting for the carriers to launch their own advertising initiatives. Instead, they're "fast-tracking" advertising for their mobile Web sites, all on their own.

The carriers have been reluctant to push too much advertising in front of the consumer. Of course, with their highly-restrictive 2-year contracts and costly data plans, we can easily see why.

As the article points out, recent studies show that most consumers would tolerate advertising on their cell phones if they feel like they're getting something in return (such as access to these free Web sites, or free video clips).

Mobile advertising hits wireless Web first [CNET News]