Aims and objectives
Inventory formats and codes of conduct
- Promote and support consistent advertising formats
- Develop operator input to mobile advertising guidelines (MMA publication, GSMA endorsed)
- Represent and champion operator priorities for specific formats and code of conduct issues
Measurement and metrics
- Develop and promote common currency for mobile advertising
- Promote and facilitate cross-operator joint action for key measurement processes for mobile advertising
- Build credibility in mobile as an advertising medium
Mobile media buying and planning
- Build on success of enablers project to create cross-operator media planning tool
- Investigate opportunities for cross-operator co-operation for media buying
Mobile advertising communications programme
- Build trust in and support for mobile as an advertising medium
- Promote MAP and secure active participation from operators
- Promote and champion joint operator activity to advertising ecosystem
