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.

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.