Yahoo Adopts Mobile Advertising Guidelines

    September 25, 2007

Yahoo said today that all of its worldwide, mobile properties will comply with new mobile advertising guidelines announced by the Mobile Marketing Association (MMA) EMEA.

Yahoo worked with the MMA to establish the mobile advertising guidelines, which allow Yahoo’s advertising partners to improve the user experience, launch global mobile advertising campaigns and lower production expenses.

"Yahoo! has been at the forefront of the global mobile advertising industry since 2004, and we realize that the adoption of industry best practices and guidelines are a critical factor in the success of the mobile advertising industry," said Michael Bayle, GM, Global Monetization, Connected Life, Yahoo!.

"We worked closely with the MMA to develop guidelines that benefit our global advertisers and consumers alike and will continue to do so as the industry develops best practices for additional mobile marketing practices and formats such as games, video and search."

The MMA EMEA mobile advertising guidelines were created to allow mobile advertisers to reach users while ensuring that advertisements display properly on the majority of mobile devices without compromising the user experience.

"Companies like Yahoo! that demonstrate leadership in developing and supporting a single consistent global guideline for mobile advertising will help to drive the evolution of the mobile advertising industry and create a consistent and positive consumer experience on mobile phones," said Laura Marriott, president of the MMA.

"The EMEA guidelines were developed to establish a common global advertising framework including aspect ratios, banner dimensions, file formats and so on."