Mobile ad-unit guidelines specifiy six sizes instead of 60

Created with input from the organisation's members, as well as feedback taken during a 30-day public comment period, the guidelines recommend just six ad-unit sizes, as opposed to the 60 or more in current use, said Greg Stuart, MMA global CEO. That simplicity should help agencies and brands focus on the content of their creative, rather than the details of execution.

MMA members have until the end of April to comply with the guidelines. After that, MMA will promote compliant companies by issuing certification 'stamps' that those companies can use on their websites and marketing materials.

The guidelines are supported by the 4As, the Interactive Advertising Bureau, and the Newspaper Association of America. The committee that developed the guidelines included representation from companies including Google, Microsoft, ESPN Mobile, Ogilvy, InMobi, Tribune, and Turner.

The MMA Universal Mobile Ads Package document is available via the MMA website.