The Mobile Marketing Association (MMA) today announced the establishment of a Mobile Search Working Group designed to establish guidelines for a search marketing ecosystem…The goal is to develop common business models, operating procedures and technology interfaces that allow operators to offer an integrated, carrier branded mobile search experience to their subscribers — as well as help merchants and content providers monetize their opportunities in the mobile ecosystem.
The Chairperson of the Mobile Search Working Group is Eric McCabe, Vice President of Marketing for JumpTap, Inc. “Mobile search is more than indexing web pages — it’s about marketing to customers who want to buy,” stated McCabe.
When I interviewed Tom Burgess from Third Screen he also said that the industry was clamoring for standards across the board, so the mobile advertising world doesn’t come to resemble the “wild west” atmosphere of the online advertising world a few years ago.
Related stories:
–Yahoo Is Testing Mobile Search Ads
–@ CTIA: Advertisers Want More Help
–The Inevitability Of Mobile Advertising
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