Regulation finds its way to wireless advertising;Groups form to create standards for industry.

Industrywide standards and guidelines for wireless advertising are at last on the way -- albeit from seemingly competing groups.

Last week, two separate organizations launched efforts to define standards and best practices for delivering ads to cellular phones and handheld devices.

A new organization, the Wireless Advertising Industry Association, was launched with participation from founding company ad vendor AdForce Inc. and charter members such as FusionOne, Media Metrix, Motorola and Nokia.

Meanwhile, the Interactive Advertising Bureau created