Easier to Buy Mobile Ads on Smartphone and Tablet.

The Mobile Marketing Association (MMA) released the MMA Universal Mobile Ad Package v.2.0 for public comment. The mobile ad unit guidelines were created with participation from the seller and buyer sides of the industry, and make it easier to buy, sell, and create mobile ads for smartphones, feature phones and tablets.

“The guidelines issued today vastly simplify the mobile ad landscape, creating six standard ad unit sizes, out of the tangle of the more than 60 unit sizes currently in use in the marketplace,” said MMA Global CEO Greg Stuart. “By standardizing around a limited and widely accepted set of ad sizes, mobile advertising becomes exponentially easier to add to the marketing mix for marketers everywhere.”

Beginning today, the full marketplace will have the chance to review the new standards during a 30-day public comment period. After comments are incorporated, all ad networks and publishers will have until the end of 1Q 2012 to become fully compliant. At that time, the MMA will promote compliant companies by issuing MMA Universal Mobile Ad Package Compliance stamps for member use on web sites and marketing materials.

To create the Universal Mobile Ad Package v.2.0, the MMA, with support from ImServices Group, analyzed hundreds of billions of mobile ad impressions delivered across the global mobile advertising marketplace in 2Q 2011. The data – sorted by smart phone and feature phone, networks and publishers, and including mobile web and app – helped determine the six unit sizes which have been agreed to as the standard Mobile Universal Ad Package v.2.0. The final standards mark a true collaboration between the sales side – including networks, rich media vendors and publishers – and the buy side at global ad agencies.

For more information at http://www.mmaglobal.com