GSMA and MMA to collaborate on advertising
Rating: no brainer
By Annie Turner
The GSM Association (GSMA) and the Mobile Marketing Association (MMA) have agreed to cooperate to accelerate the development of mobile advertising worldwide. Obviously this is why both organisations were so cagey when I tried to interview them a couple of weeks ago for May’s Mobile Advertising and Marketing Analyst (see www.bkimedia.com). In particular, they didn’t want to talk about duplicated effort.
The two are to develop standards for current advertising activity and to devise new advertising techniques. I’d have thought the advertisers would do that, actually.
Apparently, “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 prioritise consistent structures, such as inventory types, commercial and measurement models that will allow advertisers to create valuable advertising propositions.”
“This partnership will build on the Mobile Marketing Association’s work to date in the development of mobile advertising,” said 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 realises its full potential for the benefit of all players in the ecosystem.”
I almost stayed awake while reading that.
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