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BtoB

Yahoo adopts mobile ad guidelines in Europe, Middle East and Africa

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Sunnyvale, Calif.—Yahoo said all its global mobile properties will adhere to new mobile advertising guidelines for Europe, the Middle East and Africa announced by the Mobile Marketing Association.

Yahoo worked closely with the MMA to establish the guidelines, which are designed to enable advertising partners to launch global ad campaigns that display effectively on most mobile devices. Yahoo said it expects to complete the conversion of its mobile Web properties and all of the mobile properties supported by Yahoo by the fourth quarter.

The MMA EMEA guidelines can be viewed at www.mmaglobal.com/emeamobileadvertising.pdf.

—Carol Krol

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