Created with input from buyers and sellers, aiming to simplify the landscape.
The MMA Universal Mobile Ad Package v.2.0 analysed hundreds of billions of mobile ad impressions to determine the six unit sizes agreed.
The final standards will be pitched at the sales side—including networks, rich media vendors and publishers—and the buy side at global ad agencies.
A 30-day public comment period starts today, giving the chance for feedback, and all ad networks and publishers will have until the end of 1Q 2012 to become fully compliant.
At that time, the MMA will issue compliance stamps for use on web sites and marketing materials.
"The guidelines issued today vastly simplify the mobile ad landscape, creating six standard ad unit sizes, out of the tangle of the more than 60 unit sizes currently in use in the marketplace," said MMA Global CEO Greg Stuart.
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"By standardising around a limited and widely accepted set of ad sizes, mobile advertising becomes exponentially easier to add to the marketing mix for marketers everywhere."
Click here to read the proposed Universal Mobile Ad Package.
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