The Mobile Marketing Association, the Interactive Advertising Bureau and the Media Rating Council have jointly released new guidelines for in-application mobile advertising. The MMA has also released guidelines meant to improve return on investment on mobile coupon ads. "The goal of the standard is to try to link up the upper funnel advertising and media buying with the lower funnel performance marketing activity and really demonstrate and show that they are one and the same," says Michael Becker, the MMA's North American managing director.

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