The MMA is conducting a marketplace assessment of the mobile shopper marketing space in order to identify the big picture issues that need to be addressed, as we have been too often bogged down by tactical considerations indigenous to certain brands and retailers.

The MMA wants to thank Walmart, Ubimo and RetailMeNot for helping us investigate this area of marketing.

There are two key areas of interest for this group: guidance on the best combinations of short/long form ads within short/long form content, and guidance on monetization strategies for publishers as they deal with the various platforms.

Currency in the mobile advertising marketplace is the viewable impression, for duration, by a human, in the target audience of choice. As of 31 October 2017 the measurement guidelines supporting this are complete for Mobile Web, Mobile In-App and Location-Based Advertising and the MMA will continue to work with the Media Rating Council (MRC), the IAB and other industry groups to update these as needed.

Location continues to be a driving force in mobile marketing, where location targeting brings great ROI but where issues around data integrity and privacy also warrant attention. The Location Committee is focusing on location data and attribution, while the MMA Global Board is beginning to address the data integrity and privacy issues.

Privacy in the digital world is increasingly important, and even more so in mobile because of the unique 1:1 relationship between consumers and their mobile devices. The MMA supports the Digital Advertising Alliance (DAA) initiatives as well as the new efforts emanating from the Trustworthy Accountability Group (TAG). We are also keeping close tabs on the continuing impact of GDPR and emerging CCPA.