Mobile Marketing Center Of Excellence

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Branded Content: The Vital Yet Neglected Basics

06.13.18

The Mobile Marketing Center of Excellence, an independently funded and staffed unit inside the IAB, is charged with empowering the media and marketing industries to thrive in a “mobile-always” world and in an increasingly “direct brand economy,” where user experience and consumer relationships are at the heart of modern day marketing and a significant driver of publisher transformation. Since its launch in 2010, the Mobile Center has helped accelerate the growth of the mobile ecosystem through standard setting, best practices, consumer research and public advocacy.

Mobile is not about the device…it is about mobility. IAB Mobile Center focuses on the intersection of creativity/innovation and technology, both of which enhance the consumer’s mobile experience and journey, whether that be on a phone/tablet, in a car, in a store or on the street.

For more information on how to get involved, please contact [email protected].

IAB Mobile Board of Directors IAB Mobile Center Member Spotlight

Board Membership


IAB and its Mobile Center have focused on a number of key initiatives to accelerate growth of the ecosystem. Recent focus areas include:

Mobile Measurement Standards

“Mobile Viewability Guidelines” represented the last step in defining ad impressions. IAB is a key participant in Making Measurement Make Sense (3MS), led by the MRC (Media Rating Council) and including U.S. trade organizations representing advertisers and agencies. 3MS priorities in 2017 include defining digital and cross-media audience currency, developing location-based guidelines, and engagement metrics

Mobile Data & Attribution

Moving Beyond Last-Touch Attribution: Driven by the Data and Mobile Centers, this attribution primer refresh was made to educate on limitations of last-touch and the availability of other models

Mobile Location Data Guide for Publishers: Guidance on questions publishers should ask when evaluating location data providers and considerations publishers should keep in mind when evaluating location data vendors

Mobile Identity

Mobile and OTT identity guidelines: Development of identity quality guidelines and best practices. IAB Data and Mobile Centers are also working on broader, cross-device audience identity standards and may develop related services

Mobile Creativity that Works

Improving Digital Ad Experiences on Mobile: Whitepaper with leading perspectives on improving user experience

Make Mobile Work: Practical strategies and tactics for marketers and agencies to connect effectively with their consumers on mobile devices

Mobile Thought Leadership

VR Market Snapshot: Key market takeaways, lessons learned, and future plans in the emerging field of VR

Mobile Policy and Advocacy

Focus on U.S. and European policy issues impacting the mobile ecosystem, including Federal Communications Commission (FCC) privacy regulations, Congressional geo-location bills, Federal Trade Commission (FTC) panels on mobile privacy, and new ePrivacy regulations in Europe

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