inneractive Joins MMA and its Global Mobile Advertising and Apps Committees

By: Hillel Fuld (@hilzfuld)

inneractive is proud to announce that we have joined the North American branch of the Mobile Marketing Association, otherwise known as the MMA.

About inneractive

inneractive is the industry’s leading mobile app monetization exchange with over 120 ad providers integrated and available in a one line SDK. With full transparency of real time optimization, developers can monitor how inneractive maximizes their global app revenue across all platforms. Thanks to an automatic optimized mediation, developers can monetize their mobile apps and maximize their app potential.

With cross platform SDKs and ad partners in 200 countries, developers receive a complete solution and their revenue grows accordingly. Additionally, inneractive offers full support for rich media ads including video, which generates much higher engagement, ultimately leading to higher developer revenue.

Additionally, both ad networks and agencies can integrate with inneractive’s platform instantly and target in-app inventory based on location, content, and more.

Finally, inneractive offers hands-on support from integration to monetization with a Personal Account Manager. Inneractive is not stopping with its app monetization exchange and the company is constantly evolving to solve additional challenges involved in transforming a mobile app into a long-term sustainable business.

About MMA and the Committees

“The MMA is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance. The MMA’s primary focus is to establish mobile as an indispensable part of the marketing mix. The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. The MMA’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM), and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com.

inneractive has established itself as the industry’s leading app monetization exchange with over 120 ad partners and many other monetization possibilities. inneractive not only works completely cross platform but it also works in 200 countries around the world. Better global coverage means better targeted ads and more revenue for mobile developers.

With such an offering, it was only appropriate that inneractive and the MMA would join forces. Offer Yehudai, inneractive’s President and Co-Founder, as well as Itay Gadot, inneractive’s VP Marketing will be joining the following MMA committees:

Global Mobile Advertising

Identify issues and areas of the global mobile advertising market where concerted efforts can help reduce friction and increase market liquidity, making it easier for buyers and sellers to conduct business.  This will be done primarily by establishing standards for mobile ad unit sizes, as well as offering guidance on emerging platforms such as tablets.  Members will also come to us to address issues that are confounding market development, such as the lack of uniform definitions in reporting (e.g., mobile rich media metrics) or the unique complexities of certain mobile platforms (e.g., mobile video).

Co-Chairs – Mobile Video Task Force – Will Kassoy, AdColony and Anne Schelle, Acta Wireless

Leo Scullin and Paul Berney (MMA) are driving the Rich Media team; Leo Scullin is driving the North American efforts.  Leo Scullin, John Bianchi and Noreen McCaffrey (MMA) lead the compliance effort.

Initiatives: two working groups are formed and two more are in development.

• Mobile Video Task Force – this group is currently surveying the mobile video ecosystem to confirm a definition of mobile video, and to see what ad formats are supported within this definition. Also, two working groups will be formed to address 1) operational efficiencies and 2) technical gasp that remain outside of other industry efforts (i.e., ORMMA, MRAID, etc.,).
• Mobile Rich Media Metrics Reporting Task Force – this group has developed a set of definitions that cover the standard metrics that deserve to be reported exactly the same way by each and every player.  The current work effort is complete and the group may reconvene again around other issues.
• UMAP / Emerging Platform Task Force – this effort is a continuation of the group’s assessment of ad unit sizes, and will periodically report on effective and popular ad units being adopted in new platforms, particularly tablets.
• MMA UMAP Compliance Program – MMA is rolling out and tracking the adoption of UMAP v.2.0 and is setting up a compliance page on the MMA web site for MMA members to attest to their compliance with the UMAP program.

Mobile Applications

The MMA is viewing mobile apps through the eyes of a brand marketer. What does a brand or their agency or media partners need to know about apps. This group is examining Mobile Apps as a media channel that needs to be optimized in the following areas: development, user design, distribution and monetization. The Committee has agreed to focus on the latter two, at first and have formed Task Forces supporting them. In the near future we will also give more attention to development and design, but for now we are instead looking at the broader issue of Relevancy, and how this is essential in the consideration of any mobile app. We will be presenting the initial findings in these three areas at the MMA Forum in NYC at a post conference session on June 14th.  Later, we will try to apply our learnings to select market verticals, starting with Healthcare and Media & Entertainment.

Co-Chairs – Distribution Task Force: Jai Jaisihma, Open Mobile Solutions
Monetization Task Force: Patricia Clark, Zumobi

Initiatives: Once the Task Forces present at the MMA Forum, the committee will reconvene to determine how add to this body of work, including insights on development, design and marketing for mobile apps. A white paper is envisioned.

Well, we look forward to a long-lasting, mutually beneficial partnership with the MMA, we have been watching closely and are big fans. Great to be a part of this fantastic organization.

Please share your thoughts in the comments or on Twitter, Google+, or Facebook where we are always listening.
In addition, to sign up with inneractive and start monetizing your free apps now, click here.

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