Programs | Mobile Marketing Association

Supporting the Growth of Mobile Marketing

MMA programs and working groups are aligned with Brand Marketer’s priorities as confirmed by the Global MM25 Marketer Peer Group. The programs and working groups meet on an ongoing basis to develop and execute industry initiatives that reflect the needs of their initiative area and the brands that support it. The work of many of the programs result in Guidance Reports and best practices.

If you want to see what all of the MMA’s committees are working on, download the Program Overview at right. For a close-up on individual committees, see below.

Program Members Include

Program Topics

Currency in the mobile advertising marketplace is the viewable impression, for duration, by a human, in the target audience of choice. We work closely with the MRC on all mobile guidelines.
The MMA is looking for the next topic to address in this area, including e-commerce enablement.
The use of location data in attribution will be driving the committee agenda, wile the MMA Global Board will also be addressing advocating for stronger self-regulatory measures.
The MMA has created a Mobile Fraud Council to better help our members stay ahead of mobile marketing fraud.
After issuing a Guidance Report on the state of mobile games, this program is now on hiatus.
The rollout of RCS, and the advent of wider use of 10-digiut long codes, is adding to the innovation story here.
This program has been on hiatus, but we are considering reviving this under the theme of “Content Marketing.”
The MMA Mobile Programmatic Committee has been tasked with addressing the unanswered questions in the space, establishing industry standards, and generally making it easer for brands to understand and buy on their own terms.
After issuing preliminary guidance on this topic, this program is on hiatus.
A guide to Mobile Programmatic Video was released in March 2019 and this committee will be focusing on brand issues around measurement and publisher issues around monetization.
Working with MMA member the Future of Privacy Forum, we will be addressing what’s next after GDPR and the upcoming California Consumer Protection Act (CCPA), taking effect in Jan 2020.