Guidelines | Page 6 | MMA

The MMA encourages all of our members to become familiar with these guidelines, as the changes included will promote improved digital advertising measurement and better align all digital impressions with the viewability standard. The revised guidelines will shift both mobile in-app and mobile web from a “count-on-download” to a “count-on-begin-to-render” ad impression measurement standard.

Release Date: 
December, 2016
Education Section: 
Members Only
Release Date: 
November, 2016

This study, based on surveys and interviews with more than 400 brand leaders and senior agency executives, reveals that marketers are advancing their location data strategies, significantly increasing spend and using more data-centric approaches that impact ad delivery and creative.

The MMA would like to thank Factual as the primary sponsor of this research initiative, as well as the following co-sponsors: Digital Element, Dstillery, PlaceIQ, Plexure, Skyhook Wireless, Teralytics, Thinknear by Telenav, Ubimo, Verve Mobile and xAd.

Release Date: 
November, 2016
Education Section: 
Members Only
A toolkit developed to guide marketers through the process of identifying, selecting and applying MTA solutions to drive their business and specifically, to tie marketing to business outcomes.
Release Date: 
August, 2021
Release Date: 
August, 2016
File Size: 
7 MB
MMA Internet of Things Connected Objects Working Group Strategic Framework v1.2

The MMA IoT Connected Objects Working Group seeks to help brands see the possibilities and understand the strategic implications of extending their mobile marketing initiatives through connected objects. 

Release Date: 
April, 2016
Education Section: 
MMA Guidance Report: Mobile Native Advertising

This Guidance Report summarizes the work the MMA Mobile Native Advertising Committee has developed over the course of the past year. It includes the definitions, formats, research on effectiveness and then concludes that certain basic, best practices can go a long way towards improving the efficacy of all the MMA mobile native ad formats. MMA Mobile Native Advertising Committee members have collaborated to share their learnings on what makes a native ad fit in with a publisher’s environment, and yet stand out to a user.

Release Date: 
December, 2015
Mobile Wallet Inspiration Guide

Consumers carry their mobile devices anywhere and everywhere, presenting an opportunity for brands to connect and communicate with their customers. Marketers are always striving to reach and connect with their audience on mobile, creating and cultivating a unique brand experience for their customers.

Mobile wallet presents a new opportunity.

Release Date: 
November, 2015
Education Section: 
What is Mobile Engagement?

Mobile engagement is the act of engaging a user through available messaging channels inside and outside of an app. Companies use mobile engagement to deliver positive brand experiences, support their business goals and build valuable, long-term relationships. Engagement typically starts the moment a user downloads your app. Showing users your app’s value from the very beginning is essential to building a long-term relationship that keeps them coming back. 

Release Date: 
November, 2015
Education Section: