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

Under the guidance of the Mobile Board of Directors, we pursue an agenda focused on the five pillars shown below which are the underpinnings of effective mobile ad experiences.

Help Marketers and Publishers Make Mobile Work

Evolve Mobile Creative Standards with Focus on User Experience

Identifying Mobile Measurement & Attribution Needs

Reduce Friction in the Mobile Ad Supply Chain

Maintain a Conducive Public Policy Environment

Resources: Mobile App and Mobile Web Advertising Measurement Guidelines | Location Data Guide for Publishers | Open Measurement SDK | 5 Questions to Evaluate Customer Identity Providers | Branded Content Creation and Distribution Guide | “Always On – A Global Perspective of Consumer Mobile Experience” Research Study | Cross Media Ad Effectiveness Study | DOOH Metrics Glossary | Podcast Playbook | Influencer Marketing for Publishers Guide | VR Market Snapshot | Make Mobile Work Webinars | Horizontal vs. Vertical Video Best Practices | Voice Market Snapshot and Marketers Guide to eSports