Global | Page 138 | MMA

Internet of Things

The MMA is looking for the next topic to address in this area, including e-commerce enablement.

MMA Internet of Things (IoT) Incubation Council was formed to bring together various experts in the IoT, marketing and technology fields. The goal is to examine the impact that IoT technologies, such as wearables and connected products, will have on marketing and change the way brands create products and services to interact with consumers.

Committee Member Companies Include

Mobile Native Advertising

This program has been on hiatus, but we are considering reviving this under the theme of “Content Marketing.”

Defined: “native advertising is a mobile advertising method in which the advertiser attempts to gain attention by providing content in the context of the user’s experience. Native ad formats match both the form and function of the user experience in which it is placed.” This effort is intended to make this ad format both viable and valuable to brand marketers.

Clear Channel Outdoor

Sept 30 - Oct 1, 2014 | New York City

Mobile Shopper Marketing

After issuing preliminary guidance on this topic, this program is on hiatus.

The MMA is conducting a marketplace assessment of the mobile shopper marketing space in order to identify the big picture issues that need to be addressed, as we have been too often bogged down by tactical considerations indigenous to certain brands and retailers.

The MMA wants to thank Walmart, Ubimo and RetailMeNot for helping us investigate this area of marketing.

Mobile Video

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.

There are two key areas of interest for this group: guidance on the best combinations of short/long form ads within short/long form content, and guidance on monetization strategies for publishers as they deal with the various platforms.

Committee Member Companies Include

Currency Measurement

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.

Currency in the mobile advertising marketplace is the viewable impression, for duration, by a human, in the target audience of choice. As of 31 October 2017 the measurement guidelines supporting this are complete for Mobile Web, Mobile In-App and Location-Based Advertising and the MMA will continue to work with the Media Rating Council (MRC), the IAB and other industry groups to update these as needed.


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.

Location continues to be a driving force in mobile marketing, where location targeting brings great ROI but where issues around data integrity and privacy also warrant attention. The Location Committee is focusing on location data and attribution, while the MMA Global Board is beginning to address the data integrity and privacy issues.

Committee Member Companies Include