Guidance Report: Mobile Native Advertising | Mobile Marketing Association
MMA Guidance Report: Mobile Native Advertising
Release Date: 
December, 2015
Topics of Interest: 

This Guidance Report summarizes the work the MMA Mobile Native Advertising Committee has developed over the course of the past year. It includes the definitions, formats, research on effectiveness and then concludes that certain basic, best practices can go a long way towards improving the efficacy of all the MMA mobile native ad formats. MMA Mobile Native Advertising Committee members have collaborated to share their learnings on what makes a native ad fit in with a publisher’s environment, and yet stand out to a user. For more information on how to participate in these industry initiatives, MMA members can email us at committees[at]mmaglobal[dot]com.

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Agency: A company that provides strategic, creative or media buying and related services to marketers.
Marketer: A company that sells its products directly to consumers and businesses and buys marketing services to achieve its goals. Company must also not fit into any of the other sales definitions.
Carrier/Operator: A mobile network operator that provides voice and/or data services.
Enabler: A solutions provider offering technology and services that enables and supports mobile marketing.
Associate: Companies or organizations that do not generate revenue from mobile, but are integral to the development of the mobile industry. (i.e. trade associations, legal firms, consulting agencies, etc.)
Seller: Companies that create and/or promote media and content or broker the sale and distribution of mobile advertising.