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.