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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