The Mobile Marketing Association has announced an updated version of the MMA Universal Mobile Ad Package, which details the ad formats it’s recommending as industry standards for mobile web and in-app advertising. It follows a consultation period launched in December.
Ad networks and publishers now have until the end of April to become compliant with the new sizes. Members will be able to use ‘MMA Universal Mobile Ad Package Compliance’ stamps on their websites and marketing materials.
Greg Stuart, global CEO of the MMA, said “We’ve taken 60-plus ad unit sizes and streamlined them down to just six. That simplicity frees brands and agencies to focus on developing innovative, compelling mobile campaigns that span the widest possible variety of devices and demographics. As a result, the new guidelines make it easier than ever to buy and sell ads for phones and tablets.”
The MMA created the Universal Mobile Ad Package v.2.0 by analysing hundreds of billions of mobile ad impressions delivered across the global mobile advertising marketplace. The final standards are supported by the Newspaper Association of America, the Interactive Advertising Bureau and the 4A’s.
[MMA Universal Mobile Ad Package (requires email registration)]