By: Jonathan Angel Group Hopes To Create Standard Units
(Adweek Magazines' Technology Marketing) The Wireless Advertising
Association (WAA) will unveil a draft of standards for the
delivery of mobile and wireless advertising. To be released later
this month, the standards are intended to make ads on PDAs,
wireless phones and voice/audio portals more viable.
"It is critical that everyone in the industry rally around a
common language that describes the delivery and measurement of
ads -- particularly since the stakeholders in the wireless
marketing arena are so diverse," said Don Albert, vice chairman
of the WAA and senior vice president of sales and marketing at
fusionOne, a wireless synchronization company.
In addition to fusionOne, the WAA's members include AdForce,
AOLMobile, AT&T Wireless, AvantGo, DoubleClick, Motorola, and
Vindigo. The organization's goal is to create standard units for
wireless advertising, making it more comprehensible to
prospective buyers.
At the WAA meeting, to be held in San Francisco on June 26, more
standards and definitions will be released. The WAA will also
work to define creative standards for advertising.
Copyright 2001, Editor & Publisher.
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