WITH THE SUPPORT OF MMA GLOBAL, MMA CHINA FINALIZES ENHANCED MOBILE IN APP AD MEASUREMENT GUIDANCE

Additional Measurement Standards Pertaining to the Mobile In App Advertising Market in China Brings Broad Industry Support

(August 7, 2014, New York and Shanghai) – With the full support and guidance of the Mobile Marketing Association (MMA Global), MMA China today released MMA China’s Mobile Application Advertising API Measurement Guidelines, specifically developed for the China market.

These guidelines and measurement solutions were developed through the efforts of MMA China’s Mobile Ad Standards and Measurement Guidelines Committee members. The committee represents the broad mobile marketing ecosystem, including brands, agencies, mobile ad platforms, publishers and third party ad measurement service providers. Specific only to the market in China, this set of guidelines is intended to cover measurement of mobile in-app advertising activities through API solutions. To maintain consistency, these guidelines are built on the basic premise of Client Side Counting (CSC), which is required by the MMA Global and the Media Rating Council (MRC) based in the United States.

These guidelines are intended to accelerate the further development of advertising on mobile by:

• Unifying the measurement metrics of mobile application advertising;

• Establishing a detailed set of methods and common practices for data transfers;

• Offering more accurate ad performance measurement.

MMA China anticipates that these standards and guidelines will be adopted by all major third party ad measurement service providers, mainstream mobile ad platforms and major publishers in China.

“As the world’s largest smart phone market with more than 500 million mobile internet users, mobile advertising in China is experiencing rapid growth,” said Rohit Dadwal, Managing Director of MMA Asia Pacific Limited.

“We applaud the MMA China Local Council for their leadership in developing these standards and are very happy to work collaboratively with them to drive the growth of mobile marketing in China. MMA China has set a great example for the other local councils of the MMA.”

“We’re very glad that MMA China’s Mobile Application Advertising API Measurement Guidelines have finally come true,” KF Lee, Co-Chair of MMA China said, “It would standardize China’s mobile advertising market in the long term and help it grow and expand steadily and healthily.”

“We thank MMA Global and MMA China’s Mobile Ad Standards and Measurement Guidelines Committee members for their support,” said Joshua Maa, Co-founder of MMA China and Chairman of MMA China Mobile Ad Standards and Measurement Guidelines Committee. “With a specific set of industry guidelines in place, all stakeholders in the sector will have enhanced confidence in measuring the performance of mobile in-app ads.”

About MMA

The MMA is the world’s leading global non-profit trade association comprised of more than 800 member companies, from nearly fifty countries around the world. MMA Member companies hail from every faction of the mobile media ecosystem. Our consortium includes brand marketers, agencies, enabling technologies, media companies and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.

About MMA China

The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA China was launched in April 2011 to serve for the fast growing mobile marketing industry in China. By working closely with service carriers, application developers, brands, agencies and other important partners, the MMA China aims to build a sustainable ecosystem for the mobile marketing industry in China and to be the leading association for nation-wide consultation on key industry issues including measurement and metrics, mobile advertising guidelines, codes of conduct and consumer best practices.