MMA Releases Best Practices for Mobile Ads

CHICAGO In an effort to establish standards for self-regulation, the Mobile Marketing Association — representing more than 600 companies including wireless phone network carriers, direct marketers, digital shops and advertisers — this week published its second set of guidelines.

The 10-page book recommends best practices for technical applications like banner width, aspect ratios, file sizes and design guides. The MMA’s first set of guidelines, available since December, addressed advertiser/consumer relationship issues such as how consumers should be able to opt out of receiving ads and the criteria for when an advertiser should pay for delivery of content to the consumer.

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