The Global System for Mobile Association, an industry body composed of major European mobile operators, is preparing to sell behavioral data for ad-targeting purposes.

The GSMA includes T-Mobile International, Orange, Vodafone, Telefonica and 3. The coalition will launch a fully-audited mobile measurement service in the second half of 2009 in addition to three working groups — one for advertisers, publishers and media/ad agencies.

The technology was piloted among United Kingdom-based mobile subscribers. It provides data for top sites visited, duration of visits and the number of visits. Data is combined with independently-collected demographic information, provided by opt-in users.

Most UK mobile networks have supported the initiative, which would naturally yield a fresh stream of revenue, reports ClickZ.