Greenlight joins MMA Bandwagon

THE ISSUING of mobile banner ad guidelines for the EMEA region by the Mobile Marketing Association (MMA) has resulted in a flurry of activity.

One of the first to jump on the bandwagon is Greenlight Wireless which claims it technology can automatically reformat text-based ads created for the desktop to conform to the new Mobile MMA standards.

"This latest innovation to Greenlight's ad platform adapts ad text to the mobile environment without losing the meaning or impact of the ad," claimed Mark Sieve, president of Greenlight Wirless.

He added, "This complex process provides content publishers and ad networks with high cost-per-click desktop ads that will both look and work well in the mobile environment."

The MMA says it created the new guidelines to ensure mobile campaigns are delivered consistently on the majority of devices "for optimum user experience. "

The initiative was led by Development was led by David Barker of Enpocket – which was recently acquired by Nokia, and Markus Münkler of Vodafone Group Services.

Yahoo! Has said it expects to make all of its mobile web offerings MMA compliant by Q4 2007. But not everybody believes the job is over quite yet.

"Additional effort is needed to enable the creation of guidelines for other formats such as interstitials, and for inventory beyond WAP such as games, video, music, messaging and other channels unique to mobile," argued Nitzan Yaniv, a vp with Amobee. µ