MMA updates guidelines for mobile ads for smartphones and tablets

The Mobile Marketing Association released an updated version of its Universal Mobile Ad package that it says will make it easier for companies to create, buy and sell mobile ads for smartphones, feature phones and tablets. Ad networks and publishers will have until the end of April to become compliant with the guidelines. Those that are compliant will be promoted by the MMA and issued stamps that they can use on their web sites and in marketing materials.

The updated version of the guidelines includes input from the industry gathered during a 30-day public comment period that ended in mid-January. MMA CEO Greg Stuart said that the association has taken 60-plus ad unit sizes and streamlined it down to just six, making it easier for companies to develop mobile ad campaigns that span the widest variety of devices and demographics.

The MMA worked with ImServices Group to analyze hundreds of billions of mobile ad impresses delivered across the global mobile marketing marketplace in the second quarter of last year. That data was sorted and then used to determine the six unit sizes that serve as the standard in the guidelines.

For more:
- see this press release

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