IAB and MMA Unveil Guidelines to Make Buying and Selling Mobile Ads Easier
The Interactive Advertising Bureau (IAB) and Mobile Marketing Association (MMA) have finalized “Mobile Phone Creative Guidelines.” The guidelines, which are meant to supplement the MMA’s “Universal Mobile Ad Package,” aim to help resolve the fragmentation in the mobile ad industry. “Additionally, the new guidelines provide directives that are necessary to empower creative shops and publishers to employ mobile for more dynamic, rich consumer experiences,” according to the IAB’s press release.
The guidelines are meant to help mobile Web and in-app inventory. They lay out standards for image and rich-media/expandable mobile ads, offering names for creative units, maximum expanded dimensions, maximum initial file load sizes, submission lead times and best practices.
A recent report from the IDC forecasts that mobile ad spend will hit $7 billion in the U.S. this year.
