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.
After issuing preliminary guidance on this topic, this program is on hiatus.
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.
A guide to Mobile Programmatic Video was released in March 2019 and this committee will be focusing on brand issues around measurement and publisher issues around monetization.
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.
Currency in the mobile advertising marketplace is the viewable impression, for duration, by a human, in the target audience of choice. We work closely with the MRC on all mobile guidelines.
