Wanted: A Rich Media Mobile Ad Standard. Solution: ORMMA?

Techies like to fly by the seat of their pants, iterating and breaking rules as they go. But at some point, you need industry stability and standards if you want to build a big business-- especially if you want to build a big advertising business. Imagine if you had to code a TV commercial for people who have a Toshiba versus a Sony, or if there weren't standard ad units and technologies for display ads online. Do you think big New York media buyers would launch mega-campaigns? Of course not. And rich-media ads in mobile apps and on the mobile Web won't become a big multi-billion business without standardization either. In short, the industry needs a truly agnostic DoubleClick-- a company that serves ads without a preference of ad network. But who will drive this standardization?