Guidelines | Page 9 | MMA
MMA Location Terminology Guide
The MMA Location Committee wants to ensure this guide represents a fair and unbiased view and continues to keep up to date with the latest technological and business evolutions of mobile location. As a result, this document has been posted to a public wiki-style site that will enable readers to edit, change and/or make critical additions as necessary. You can access the document at the link below. Note: once in the document, you can request editing rights.
Education Section: 

The MMA Lexicon Subcommittee proposes the lexical framework to categorize mobile video ad units for the ease of communication and transaction within the mobile advertising industry among brands, agencies and technology providers.

Release Date: 
January, 2013
Education Section: 
DAA Mobile Guidance

This guidance explains for covered companies how the existing Digital Advertising Alliance (“DAA”) Self-Regulatory Principles for Online Behavioral Advertising (“OBA Principles”) and Multi- Site Data (“MSD Principles”) (collectively, the “Self-Regulatory Principles”) apply to certain types of data in the mobile Web site and application environment. This guidance responds to the fact that both First Parties and Third Parties operate across a variety of channels including mobile.

Education Section: 

The MMA Consumer Best Practices (CBP) for Messaging, for the United States market, provides a guide to implementing short code programs. This guideline document is a compilation of accepted industry practices, common wireless carrier policies, and regulatory guidance that have been agreed upon by representative member companies from all parts of the off-deck ecosystem. This is the last and FINAL document of its kind to be released by the MMA. All future inquiries should be directed to the CTIA.

Release Date: 
October, 2012
Education Section: 
Release Date: 
September, 2012
Education Section: 
Members Only

Marketers are constantly being challenged to get the most out of their marketing budgets. The search for the optimal marketing mix, improved ROI and new consumer insights along the entire path to purchase is a constant requirement of successful marketers. The process of measuring campaign performance that informs and delivers these results is often referred to as measurement or analytics, and as noted in Figure 1 analytics is high on the list of marketer’s needs and plans. Analytics is in a maturing process in the online realm, but it remains nascent in mobile.

Release Date: 
September, 2012
Education Section: 

This updated set of MMA Global Mobile Advertising unit guidelines is intended to simplify the creation, planning, buying, selling and reporting of mobile display ad units on a global basis. By standardizing the handful of sizes that will be most widely accepted, mobile advertising will be easier to add to the media mix of all advertisers around the globe.

Release Date: 
August, 2012
Education Section: 

The Mobile Marketing Association is the premier, global not-for-profit trade association that works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. In this capacity, we are pleased to introduce the attached Mobile Application Privacy Policy, authored and prepared by the MMA Privacy & Advocacy Committee. The intent of this privacy policy is to provide the mobile application developer with policy language that can be quickly and completely understood by the consumer.

Release Date: 
December, 2011
Education Section: