• B&C, Friday, November 19, 2010 12:04 AM

The Open Rich Media Mobile Advertising initiative has unveiled rich media advertising specifications and code that can be used by any publisher looking to serve rich ads across all mobile platforms and devices. The initiative, which was launched by founding members The Weather Channel, Crisp Wireless and TringApps, is trying to simplify the complex process of deploying large scale mobile advertising campaigns by encouraging the industry to adopt an open standard.

ORMMA initiative, which is being adopted by PointRoll, Jumptap and others, proposes a vendor-agnostic approach to solving the fragmentation that exists in the mobile advertising industry and extending desktop ad serving technologies to mobile apps. The ORMMA specifications utilize existing HTML5 standards, enabling ad units to be created and delivered in a simplified manner so they are compatible with all devices and platforms.

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