MMA Releases Native Advertising Guidelines

May 01, 2015



This week, the Mobile Marketing Association (MMA) announced new guidelines for mobile native ad formats that were developed by the MMA Mobile Native Advertising Committee.



These recommended mobile native ad formats are intended to help both buyers and sellers plan, transact, execute and evaluate mobile native ad campaigns. By identifying a limited but robust set of ad formats, the mobile advertising marketplace can more efficiently adopt and include mobile native ads into the repertoire of effective mobile marketing tactics.

The Committee reviewed and categorized each type of native ad on mobile to address the unique attributes of mobile and to provide increased opportunity for marketers. More specifically, because of mobile’s distinctive device capabilities, the MMA mobile native ad formats are designed squarely for the mobile marketing channel and include the following:

In-feed social


In-feed Content


In-feed Commerce






Paid Search


Recommendation Widgets




MMA committee member companies will provide quarterly reports to the MMA on the adoption of these formats to track, measure and provide further guidance.

“In the wake of the MMA’s recently released Cross Marketing Effectiveness Research (SMoX), which uncovered that mobile native performed significantly better than mobile display, it’s very clear that native advertising will continue to evolve as one of the more effective mobile strategies for marketers,” said Sheryl Daija, chief strategy officer at the MMA. “By adopting a set of ad formats, the mobile advertising marketplace can more efficiently implement mobile native ads, enabling marketers and their agencies to take full advantage of this powerful opportunity to enrich and improve their mobile campaigns.”

You may also be interested in

Mr Web: YouAppi Upgrades App Matching Algorithm

YouAppi Upgrades App Matching Algorithm June 2 2016 Mobile media buying platform and content consumption analyst YouAppi has updated its Matching Algorithm, which analyzes specific user behavior and app performance data across 207 different countries and dozens of vertical categories. YouAppi’s proprietary technology analyses mobile customer acquisition patterns via apps and the web, according to […]

Continue Reading

Mobyaffiliates: YouAppi launches Video Mobile User Acquisition Ads

YouAppi launches Video Mobile User Acquisition Ads Posted on December 8th, 2015 by Anne Freier YouAppi, the app marketing company, has just announced the launch of a new Video Mobile User Acquisition solution, following several months of testing. YouAppi rolls out Video Mobile User Acquisition According to a study from Opera Mediaworks earlier this year, […]

Continue Reading

Mobile Marketing Watch – youAPPi Releases New Self-Service Mobile Monetization Solution

On Tuesday, the team at youAPPi – an innovator in mobile application distribution and content monetization – announced the launch of a new self-service mobile monetization solution for publishers. The solution, we’re told, is designed to “enrich mobile publisher content” and add an additional revenue stream to supplement advertising dollars that is easy and efficient […]

Continue Reading

Looking to Identify High Quality Users with High Lifetime Value?

YouAppi is a fully managed solution for mobile brands, providing one single point to streamline their mobile media buying. YouAppi’s OneRun platform combines the power of machine learning with our proprietary predictive algorithms, and cohort technology, to analyze the mobile content consumption patterns of over 1.5B users, converting data into profitable users.

Access the Intelligence of YouAppi’s OneRun Platform:

  • 2 billion mobile profiles
  • 16,600 campaigns
  • 4.200 mobile apps and sites
  • 200 countries
  • 100 billion impressions monthly
  • 12 offices and global data centers
Let's Get Started