IAB Mobile Marketing Center of Excellence Announces Aggressive 2011 Agenda and Six New Supporting Member Companies

IAB New MMCOE Center to Drive Growth of Entire Mobile Advertising Marketplace and Members’ Share of All Mobile Marketing Spend

NEW YORK – As mobile acceptance and adoption continues to skyrocket, the IAB Mobile Marketing Center of Excellence (MMCOE) announced a set of major initiatives it intends to accomplish in 2011 and six new member companies. In addition, the IAB MMCOE is calling on device and equipment manufacturers, software companies, platform developers and operators to join its newly formed Technology Advisory Board, a separate body that will act in an advisory function to the MMCOE board on technical and operational matters.

The IAB MMCOE plans to drive better monetization of the mobile market across six specific dimensions in 2011:


Establish standard and best practices to help industry participants meet buyer expectations for congruent and reliable metrics, formats and back-end systems for mobile advertising


Help marketers learn about mobile marketing strategy and tactics
Help sellers of mobile advertising understand the buying community’s needs, desires and concerns


Act as a guiding force for the mobile marketing industry, helping it understand itself better (market size, creative, technology evolution) and recognizing and celebrating excellent mobile advertising


Educate and excite marketers and agencies about the possibilities of mobile marketing both today and going forward
“Our members are ready for IAB to take an authoritative role guiding the emergence of mobile,” said Anna Bager, IAB VP and General Manager of the IAB Mobile Marketing Center of Excellence. “The growth in the space over the last two years has been dizzying—and we at IAB are best positioned to bring the same supply chain discipline to the mobile marketing sector that we have done for the broader digital advertising space for more than 15 years, from its nascent stages to its present state as a $26 billion industry.”

The MMCOE Board of Directors is:

John Cantarella, Time Magazine
Cameron Clayton, The Weather Channel
Kevin Conroy, Univision
Bobby Figueroa, Yahoo! Inc.
Chris LaSala, Google
Tony Nethercutt, Mojiva
Maria Mandel, AT&T
Jamie Wells, Microsoft
Michael Zimbalist, New York Times

Since the Center’s launch in November of 2010, six more companies have become MMCOE members. These companies are Mojiva and Time, Inc., which have joined as board members, and BabyCenter, Jumptap, Nexage and Unicast, which have joined as supporting members.

These organizations join the original members of the Center, which include board members AT&T Converged Services, Cars.com, Google, Microsoft, The New York Times, Univision Interactive Media, Weather Channel and Yahoo!; and supporting members 24/7 Real Media, CNN, Disney Interactive Media Group, Federated Media, The Huffington Post, IDG Communications, NBC Universal and Tremor Media.

The Center is also recruiting members to participate in a new Technology Advisory Board. All members of the Center will also contribute thought leadership via specialized IAB committees, councils, and working groups that will address specific developments including the rise of tablets, mobile ad operations, and in-app advertising. For more information on how you can get involved, please contact Anna Bager at [email protected] or (212) 380-4730.

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.