On Wednesday, The Mobile Marketing Association (MMA) released the MMA Universal Mobile Ad Package v.2.0 for public comment.
Effective as of this writing, the full marketplace has a thirty-day window to review the new standards and offer feedback. After comments are incorporated, all ad networks and publishers will have until the end of the first quarter of 2012 to become fully compliant.
At that time, the MMA will promote compliant companies by issuing MMA Universal Mobile Ad Package Compliance stamps for member use on web sites and marketing materials.
According to the MMA, the mobile ad unit guidelines “were created with participation from the seller and buyer sides of the industry, and make it easier to buy, sell, and create mobile ads for smartphones, feature phones and tablets.”
Today’s release replaces Mobile Advertising Guidelines (v.5.0) [Public Comment Release] and Universal Mobile Ad Package (v.1.0) [Public Comment Release].
“The guidelines issued today vastly simplify the mobile ad landscape, creating six standard ad unit sizes, out of the tangle of the more than 60 unit sizes currently in use in the marketplace,” says MMA Global CEO Greg Stuart. “By standardizing around a limited and widely accepted set of ad sizes, mobile advertising becomes exponentially easier to add to the marketing mix for marketers everywhere.”
To learn more, check out the official MMA website.
