U.K. publishers join MMA for mobile ad standardization effort

04/29/2013 | MarketingWeek.co.uk (U.K) (free content)

Several U.K. newspaper and magazine publishers have joined an initiative backed by the MMA and the Interactive Advertising Bureau to bring standardization to mobile ad formats. The project will include a study by comScore to determine the effectiveness of the various ad units. "By addressing selected barriers together focusing on premium mobile display with agency and client buy-in, we can create more wide-reaching, consistent, effective ads for the entire mobile industry, helping buy side and sell side alike," said Tim Cain of the Association of Online Publishers.

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MarketingWeek.co.uk (U.K) (free content)