Associations Unite for Mobile Advertising

The GSM Association (GSMA) and the Mobile Marketing Association (MMA) have agreed to cooperate to accelerate the development of mobile advertising worldwide. The two organisations will collaborate to deliver standardization and transparency around current mobile advertising activity, and to develop new, innovative advertising techniques. 
The MMA will lead the development of guidelines, formats and best practices for mobile advertising, while the GSMA will work with mobile operators globally to develop and prioritize consistent structures, such as inventory types, and commercial and measurement models that will allow advertisers to create valuable advertising propositions. 
This partnership will build on the Mobile Marketing Associations work-to-date in the development of mobile advertising, says Bill Gajda, chief commercial officer of the GSMA. The MMA and GSMA will bring leading advertisers, agencies and operators together to ensure that this very promising, but nascent advertising medium realizes its full potential for the benefit of all players in the ecosystem.
The agreement follows the recent announcement of the GSMAs Mobile Media and Entertainment Group that will oversee its Mobile Advertising Programme, which is made up of representatives from leading mobile operators from around the globe.
The value chain for mobile advertising is more complex than other media channels, with the mobile operator playing a key role, hence the driver for collaboration says MMA President Laura Marriott. The GSMA brings the global GSM mobile operator community to the table and we are pleased to be working with them to expand the reach of a sustainable mobile advertising ecosystem. We look forward to working jointly with the GSMA to deliver a consistent global industry standard for mobile advertising. 
Separately, the MMA has formed a Global Measurement Committee (GMC) to focus on mobile advertising measurement. The aim of the committee is to create a framework for the measurement of mobile marketing campaigns across all channels, such as mobile video, television, multimedia services and more.   
Co-chaired by The Coca-Cola Company in North America and M:Metrics in EMEA, the MMA GMC membership includes representation from media companies, brands, wireless operators and market research firms. The MMA GMC membership is open to all MMA member companies.