Well, aren't Nokia pro-active little handset manufacturers? ;)
http://www.adotas.com/2007/03/nokia-enters-mobile-ad-business/
One of the biggest challenges in mobile ad serving at the moment is trying to standardise ad formats, as well as the MIME types and display sizes of the phones that receive the ads.
There are third-parties who provide handset data to ad servers to enable targeted serving of ads, and various ad servers are developing technology to serve to handsets and track campaign success and unique users. There are still lots of grey areas, and that's not even taking into consideration the different networks and how THEY operate.
For Nokia to take on the task is pretty ballsy (and man do I wish I had their budget to invest in "sticking-neck-out" ventures). If their offering works and becomes the easiest way for advertisers to start using mobile campaigns, Nokia's existing phone specs may heavily sway the decisions made around how and what to standardise - just as TCP/IP standardised communication across the Web.
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