Mobile Advertising Guidelines | MMA Global

Mobile Advertising Guidelines


In 2005, the MMA published its first set of Mobile Advertising Guidelines for the mobile web. Over the past three years, the guidelines have evolved to include display (mobile web and downloadables) and messaging (SMS and MMS). The next revision of the guidelines will also include video/television.

The guidelines are released every six months and are the result of collaboration across the MMA Mobile Advertising Committees in Asia Pacific (APAC), Europe, Middle East & Africa (EMEA), Latin America (LATAM) and North America (NA). The guidelines have received global support and endorsement from MMA membership world-wide as well as supporting organizations including GSMA, dotMobi Advisory Group, IAB UK, IAB Mexico and so on.

The guidelines will be translated into local languages and as new translations become available, they will be posted here.

To view the MMA’s current global Mobile Advertising Guidelines and associated white papers, please download:

Mobile Advertising Guidelines (February 2011)*
Global mobile advertising formats and best practices for display and messaging.

Universal Mobile Ad Package (February 2011)*
This document compliments the Mobile Advertising Guidelines and includes a subset of ad units that have been defined as "Universal" mobile ad units.

Rich Media Mobile Advertising Guidelines (February 2011)*
Guidelines and Best Practices for mobile advertising with Rich Media Ad Units.

Mobile Advertising Overview (January 2009)*
An educational white paper on the opportunities for mobile advertising.

Mobile Applications (September 2008)*
An educational white paper on the opportunities for mobile applications in mobile advertising.

Mobile Measurement Ad Currency Definitions (November 2008)*
A set of definitions for the measurement of mobile media advertising currency.

*To open document: Left click to open, or right click and "Save As" to save file.