MMA Universal Mobile Ad Package V. 2.0 | MMA
Release Date: 
August, 2012
Education Section: 
Topics of Interest: 

MMA Universal Mobile Ad Package V. 2.0

This updated set of MMA Global Mobile Advertising unit guidelines is intended to simplify the creation, planning, buying, selling and reporting of mobile display ad units on a global basis. By standardizing the handful of sizes that will be most widely accepted, mobile advertising will be easier to add to the media mix of all advertisers around the globe. While the MMA has always been attentive to the need for standardized ad units this effort is significant because it marks a true collaboration among MMA members from the sales side, including ad networks, rich media vendors and publishers, along with direct input from the buy side at global ad agencies. The “universal” aspect of this mobile ad package is based on the fact that compliant ad networks and publishers that offer this ad package will provide the advertiser with virtually global or universal reach among both smart and feature phones. Compliant companies will be able to offer any ad unit sizes or features beyond those recommended in the Universal Mobile Ad Package (UMAP) v.2.0. 

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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.