Yahoo! Inc. announced that all of its global, mobile properties will adhere to new mobile advertising guidelines announced by the Mobile Marketing Association (MMA) EMEA. Yahoo! worked closely with the MMA to establish the mobile advertising guidelines which enable Yahoo!’s advertising partners to enhance the consumer experience and launch global, mobile advertising campaigns effectively and with 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 established to allow mobile advertisers to reach consumers while ensuring that advertisements display effectively on the majority of mobile devices without compromising the user experience.

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