Guidelines | Mobile Marketing Association
Members Only

Developed to help marketers get ahead of the curve in securing, organizing and managing quality data. Most researchers, marketers, and analytics people are not data architects, so this guide ensures that the team understands the data assets it will take to be successful with MTA. Specifically, the guide:

  • Provides a section-by-section explanation of considerations that should be taken in the MTA data planning process
  • Defines data asset types and relational structures
  • Defines linking of different types of data

To download a preview of the guide, click here.

Release Date: 
September, 2017

A concise reference tool that visualizes all of the data needed, giving brands a clear picture of how datasets can interact and be integrated for successful MTA execution. It is intended to be a collaborative tool for marketers, agencies, DMPs and MTA providers to use to ensure nothing gets left out of the discussion.

Specifically, it shows:

  • How aggregate data can be tied back to unified user IDs
  • The components of linkable marketing
  • How first, second and third-party data flows into creating audience segments
Release Date: 
September, 2017
Members Only
Our mission as the main global association that represents the mobile industry is to spread knowledge and provide a wealth of resources to the content market to promote its business and professionals. For this, the Fintech topic is more than necessary. It is essential to understand where the mobile industry is heading in order to create an effective platform to connect people and companies. In this Playbook, the second of 2017, we dive into the revolution of the companies that simplified the finance services and focused on solutions that
Release Date: 
July, 2017
Sponsored Data & Data Rewards

Everyone who has a smartphone, anywhere in the world, needs data. As demonstrated by this Playbook, when we say data is the new universal currency we are not exaggerating it.

Sponsored Data is about providing certain amount of data or navigation of a mobile app/site to certain users free of costs because this data is sponsored by corporations. How can consumers benefit from it? By responding to an action requested by the brand that is offering internet access: downloading and using its app, watching a videoclip, filling out a form, purchasing a product.

Release Date: 
May, 2017
File Size: 
1.81 MB
Release Date: 
March, 2017
File Size: 
95 KB
A new report by the MMA and RadiumOne is ready for download, and an essential read for any marketer who is trying to figure out how mobile impacts the consumer journey – and how well other marketers believe they are executing in mobile. In it, you’ll learn:
  • What the top mobile signals are for branding, by vertical.
  • What signals marketers are employing, based on KPIs.
  • How the purchase funnel really works. (Hint: It’s not a funnel.)
  • What marketers feel is their biggest challenge when it comes to leveraging data to improve marketing performance.
Release Date: 
March, 2017
File Size: 
1.1 MB
Members Only
Release Date: 
December, 2016
File Size: 
2.9 MB
Members Only
Release Date: 
December, 2016
File Size: 
5.1 MB

The MMA encourages all of our members to become familiar with these guidelines, as the changes included will promote improved digital advertising measurement and better align all digital impressions with the viewability standard. The revised guidelines will shift both mobile in-app and mobile web from a “count-on-download” to a “count-on-begin-to-render” ad impression measurement standard.

Release Date: 
December, 2016
Members Only
Release Date: 
November, 2016

This study, based on surveys and interviews with more than 400 brand leaders and senior agency executives, reveals that marketers are advancing their location data strategies, significantly increasing spend and using more data-centric approaches that impact ad delivery and creative.

The MMA would like to thank Factual as the primary sponsor of this research initiative, as well as the following co-sponsors: Digital Element, Dstillery, PlaceIQ, Plexure, Skyhook Wireless, Teralytics, Thinknear by Telenav, Ubimo, Verve Mobile and xAd.

Release Date: 
November, 2016
Geolocation Applied to Marketing
Members Only
The second playbook of the series Mobile Yearbook 2016, developed by Mobile Marketing Association Latam, is about “Geolocation” and this technology’s benefits for brand. The digital book – full text available for MMA Latam members- presents how geolocation has open the doors for collaborative economy and the importance of this technology to mobile marketing.
Release Date: 
September, 2016
File Size: 
7.1 MB
Category: 
Programmatic Media And Mobile
Members Only
This is the first of a series of educational material that we will distribute along this year aiming to bring knowledge and promote the mobile marketing market maturation for the Latin America advertising industry. Good reading!
Release Date: 
June, 2016
File Size: 
7.1 MB
Category: 
MMA Internet of Things Connected Objects Working Group Strategic Framework v1.2

The MMA IoT Connected Objects Working Group seeks to help brands see the possibilities and understand the strategic implications of extending their mobile marketing initiatives through connected objects. 

Release Date: 
April, 2016
Category: 
MMA Guidance Report: Mobile Native Advertising

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.

Release Date: 
December, 2015
Mobile Wallet Inspiration Guide

Consumers carry their mobile devices anywhere and everywhere, presenting an opportunity for brands to connect and communicate with their customers. Marketers are always striving to reach and connect with their audience on mobile, creating and cultivating a unique brand experience for their customers.

Mobile wallet presents a new opportunity.

Release Date: 
November, 2015
Category: