The Mobile Marketing Association Makes it Easier to Buy and Sell Mobile Ads for Smartphone and Tablet | MMA Global

The Mobile Marketing Association Makes it Easier to Buy and Sell Mobile Ads for Smartphone and Tablet

February 9, 2012

Industry-Standard Guidelines for Smart Phones, Feature Phones and Tablets

MMA Will Issue MMA Universal Mobile Ad Package Compliance Stamps to Companies Adopting New Standards

New York, NY (February 8, 2012) — The Mobile Marketing Association (MMA), the leading global trade association for the mobile industry, today released an updated version of the MMA Universal Mobile Ad Package. Created with MMA members, with added input from the industry gathered during a public comment period, the new, 2.0 version makes it easier to create, buy and sell mobile ads for smart phones, feature phones and tablets.

“We’ve taken 60-plus ad unit sizes and streamlined them down to just six. That simplicity frees brands and agencies to focus on developing innovative, compelling mobile campaigns that span the widest possible variety of devices and demographics,” said MMA Global CEO Greg Stuart. “As a result, the new guidelines make it easier than ever to buy and sell ads for phones and tablets.”

The finalized version of the MMA Universal Mobile Ad Package v.2.0 incorporates input from the industry gathered during a 30-day public comment period that concluded in mid-January. Ad networks and publishers now have until the end of April 2012 to become compliant. At that time, the MMA will promote those companies by issuing the MMA Universal Mobile Ad Package Compliance stamps that members can use on their websites and marketing materials.

To create the Universal Mobile Ad Package v.2.0, the MMA, with support from ImServices Group, analyzed hundreds of billions of mobile ad impressions delivered across the global mobile advertising marketplace in 2Q 2011. The data – sorted by smart phone and feature phone, networks and publishers, and including mobile Web and app – helped determine the six unit sizes that serve as the standard Mobile Universal Ad Package v.2.0. The final standards – which are supported by the Newspaper Association of America, the Interactive Advertising Bureau and the 4A’s, mark a true collaboration between the sales side – including networks, rich media vendors and publishers – and the buy side at global ad agencies.

The MMA Universal Mobile Ad Package was created by the MMA North America “SWAT” Team and the Global Mobile Advertising Committee. MMA “SWAT” Companies include AT&T Adworks, WDIG, ESPN Mobile, Google, InMobi, Joule, Jumptap, Medialets, Microsoft, Millennial Media, Ogilvy, Tribune, Turner and The Weather Channel.

To view the final ad guidelines, visit MMA Universal Mobile Ad Package.  After filling out a short form, a PDF of the document will open.

About the Mobile Marketing Association (MMA)

The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit For information relating to the MMA’s Mobile Marketing Forum series, please visit

For more information:

John Bianchi
Communications Director - Mobile Marketing Association
Mobile: 917 693 4290
Email: [email protected] | Skype: john.bianchi63

Valerie Christopherson/Evan Tamura
Global Results Comm. (GRC)
Phone: +1 949 608 0276
Email: [email protected]