Mobile Marketing Association


The Mobile Marketing Association (MMA) is a globally recognized non-profit trade association dedicated to promoting mobile marketing’s capabilities and facilitating its growth. It represents stakeholders across the mobile marketing ecosystem, including advertisers, agencies, device manufacturers, service providers, and carriers. The MMA defines guidelines, best practices, and educational resources to support and advance the mobile marketing industry.

Key Takeaways

  1. The Mobile Marketing Association (MMA) is an international nonprofit trade association representing the mobile marketing industry, with a focus on promoting mobile advertising and its related technologies.
  2. MMA works towards creating and maintaining best practices, guidelines, and measurement standards for the mobile advertising ecosystem, which helps businesses and marketers to effectively reach consumers utilizing mobile channels.
  3. Members of MMA include brands, agencies, publishers, and technology providers from around the world, fostering collaboration and innovation within the mobile marketing community to guide the growth and success of the industry.


The Mobile Marketing Association (MMA) is important because it plays a crucial role in promoting mobile marketing standards, best practices, and industry development.

As a global non-profit trade association, it represents various stakeholders, including marketers, advertisers, app developers, technology providers, carriers, and agencies in the rapidly growing field of mobile marketing.

The MMA is pivotal in fostering collaboration, sharing knowledge, and setting ethical guidelines, ensuring effective and responsible use of mobile marketing strategies.

Its efforts in driving innovation and exploring new avenues benefit consumers, businesses, and marketers, contributing to the overall growth and success of the mobile marketing ecosystem.


Mobile Marketing Association (MMA) is an international non-profit trade association geared towards promoting the growth and sustainability of mobile marketing. The purpose of MMA is to bring together key stakeholders from various sectors like marketing, advertising, technology, and analytics to facilitate collaboration and knowledge sharing. A considerable focus is placed on fostering innovation, creating industry standards, and addressing critical issues that impact the mobile marketing ecosystem.

By doing so, MMA aspires to leverage the full potential of mobile marketing and upscales it as a core component of marketing strategies. As a think-tank and governing body that comprises of industry leaders and experts, MMA drives mobile marketing practices that benefit businesses, marketers, and consumers. It serves as an invaluable resource for mobile marketers through conducting regular research, providing case studies, organizing events, and offering training programs.

These resources help professionals stay informed and adapt to the constantly evolving mobile marketing landscape. Additionally, MMA also plays a crucial role in advocating for a responsible and ethical approach to data usage, privacy, and regulatory compliance. This proactive stance helps to build consumer trust and fosters greater adoption of mobile marketing campaigns across various industries.

Examples of Mobile Marketing Association

The Mobile Marketing Association (MMA) is a global non-profit organization that aims to promote, educate, measure, and protect the mobile marketing industry. Here are three real-world examples of the organization’s initiatives and events to advance the field of mobile marketing:

Smarties Awards: The MMA organizes the annual Global and Regional Smarties Awards, which celebrate innovation and achievement in mobile marketing campaigns. These awards showcase successful campaigns across various disciplines, including Mobile App Advertising, Gaming, and Retail-to-Mobile, highlighting the impact of creative mobile marketing strategies on businesses and brands.

MMA Impact Forum Series: The MMA hosts a series of forums throughout the year with regional MMA Impact events in North America, LATAM, and APAC. These events bring together mobile marketing experts, industry leaders, and professionals to discuss developments, challenges, and opportunities in the mobile marketing industry. They offer workshops, panel discussions, and networking events designed to facilitate collaboration and knowledge sharing among members.

Mobile Measurement Guidelines: The MMA has played a crucial role in the establishment of mobile marketing industry standards, such as their Mobile In-App Ad Measurement Guidelines. By providing these guidelines, the MMA helps marketers and advertisers adhere to consistent industry-wide standards, which ensures accurate measurements of mobile ad performance, leading to more effective and efficient campaigns. The organization also offers other practical resources such as a ‘Mobile Video Ad Glossary’ for members to facilitate understanding of key terms related to mobile video ads.

Mobile Marketing Association FAQ

What is the Mobile Marketing Association (MMA)?

The Mobile Marketing Association (MMA) is a global non-profit organization that represents the interests of marketers, agencies, technology providers, and other stakeholders in the mobile marketing industry. Its mission is to promote the growth of mobile marketing through research, education, advocacy, and networking opportunities.

What are the benefits of being a member of the Mobile Marketing Association?

Members of the Mobile Marketing Association enjoy various benefits, which include access to exclusive research reports, industry trends, discounted event tickets, networking opportunities, educational resources, and participating in committees aimed at shaping the future of mobile marketing.

What are some of the key areas that the Mobile Marketing Association focuses on?

The MMA focuses on several key areas, including privacy, measurement, mobile advertising guidelines, and education. They advocate for responsible data practices, standardize mobile ad formats, and provide educational resources for members to stay up-to-date with industry developments.

How does the Mobile Marketing Association help to advance mobile advertising guidelines?

The MMA works closely with industry leaders to develop guidelines and best practices for mobile advertising. They also provide resources and tools for marketers to ensure their mobile advertising campaigns are compliant with industry standards and privacy regulations.

Where can I find more information about the Mobile Marketing Association’s events and initiatives?

You can find more information about the MMA’s events and initiatives on their official website. They host events, webinars, and conferences throughout the year, covering various topics related to mobile marketing and providing networking opportunities for industry professionals.

Related Technology Terms

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  • Responsive Web Design
  • Text Message Marketing
  • Mobile App Promotion
  • Mobile Analytics

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