MMA and IAB Release Mobile Phone Creative Guidelines

The Mobile Marketing Association (MMA) and the Interactive Advertising Bureau (IAB) have unveiled the Mobile Phone Creative Guidelines for public comment. Recently released guidelines look to help better define and unify current market definitions of accepted ad units. MMA and IAB officials say the guidelines will make mobile ad buying and selling a more effective process. The new guidelines will supplement the currently adopted measure of the Universal Mobile Ad Package (UMAP v 2.0).

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