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MMA proposes mobile video ad definitions

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New York—A Mobile Marketing Association task force has released recommended definitions for categorizing mobile video ad units. The framework is meant to properly classify mobile video within the context of other ad unit types, distinguishing mobile video from mobile rich media, among other platforms, the MMA said in a release. Three definitions have been proposed: A pre-, mid- or post-roll linear video ad unit is a mobile video ad that runs before, during or after video content. An interstitial video ad unit is a mobile video ad that runs between nonvideo content and occupies a majority of the device screen. A value exchange video ad unit is a mobile video ad that runs on user initiation and is viewed to completion in exchange for a digital reward such as points, goods, coins, coupons or paywall-restricted content that would otherwise be earned or purchased. “The industry is clamoring for direction and uniformity when it comes to burgeoning platforms such as mobile video,” said Michael Becker, MMA managing director, in a statement.
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