Group Pushes Mobile Ad Standard

The Weather Channel, Crisp Wireless and app developer Tring Apps have formed a new group to create an open standard for serving rich media mobile advertising across all devices and platforms. The aim is to streamline mobile advertising by eliminating the need for publishers and developers to work with multiple vendors and SDKs to run campaigns across different mobile operating systems and handsets.

The Open Rich Media Mobile Advertising (ORMMA) initiative would develop specifications using existing HTML5 standards to simplify ad-serving and reduce the existing level of fragmentation. "The current model for serving ads into mobile apps is broken," said Cameron Clayton, senior VP of mobile and digital applications for The Weather Channel.

The standards effort is under review by the Mobile Marketing Association, which is expected to release a whitepaper and evaluation of ORMMA in the next three months. The group says it also has the support of other mobile rich media providers including PointRoll and Jumptap. Read more here.

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