GSMA and MMA Collaborate to Accelerate Global Development of Mobile Advertising

The GSM Association (GSMA) and the Mobile Marketing Association (MMA) have agreed to cooperate to accelerate the development of mobile advertising worldwide. The two organisations will collaborate to deliver standardisation and transparency around current mobile advertising activity, and to develop new, innovative advertising techniques.

The MMA will lead the development of guidelines, formats and best practices for mobile advertising, while the GSMA will work with mobile operators globally to develop and prioritise consistent structures, such as inventory types, commercial and measurement models that will allow advertisers to create valuable advertising propositions.

“This partnership will build on the Mobile Marketing Association’s work to date in the development of mobile advertising,” said Bill Gajda, Chief Commercial Officer, of the GSMA . “The MMA and GSMA will bring leading advertisers, agencies and operators together to ensure that this very promising, but nascent, advertising medium realises its full potential for the benefit of all players in the eco-system.”

The agreement follows the recent announcement of the GSMA’s Mobile Media and Entertainment Group that will oversee its Mobile Advertising Programme, which is made up of representatives from leading mobile operators from around the globe.

“The value chain for mobile advertising is more complex than other media channels, with the mobile operator playing a key role, hence the driver for collaboration. The GSMA brings the global GSM mobile operator community to the table and we look forward to working with them to expand the reach of a sustainable mobile advertising ecosystem,” said Laura Marriott, president of the MMA. “We look forward to working jointly with the GSMA to deliver a consistent global industry standard for mobile advertising.”

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Notes to editors

About the GSM Association:

The GSM Association (GSMA) is the global trade association representing more than 700 GSM mobile phone operators across 218 countries of the world. In addition, more than 200 manufacturers and suppliers support the Association’s initiatives as key partners. The primary goals of the GSMA are to ensure mobile phones and wireless services work globally and are easily accessible, enhancing their value to individual customers and national economies, while creating new business opportunities for operators and their suppliers. The Association’s members serve more than two billion customers – 82% of the world’s mobile phone users. See: &

About the Mobile Marketing Association (MMA):

The Mobile Marketing Association (MMA) is the premier global non-profit association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the mobile channel for use by brands and content providers. The 400+ global member companies include agencies, advertisers, hand held device manufacturers, wireless operators, aggregators, technology enablers, market research firms and all companies focused on marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in the United States. For more information, please visit

For more information please contact:

MMA Press Relations:
Valerie Christopherson or
Kirsten Woodard
Global Results Comm. (GRC)
+1 949 608 0276
[email protected]
[email protected]

For the GSM Association:
Mark Smith or David Pringle
Email: [email protected]