NEW YORK—The U.S.-based Wireless Advertising Association announced it will merge with the United Kingdom-based Wireless Marketing Association in order to foster the mobile marketing industry and protect the interests of consumers, the new group said.
The new group, which will run under the new Mobile Marketing Association name, will combine WAA members America Online, DoubleClick, Nokia and others with WMA members Orange, BT Cellnet, Vodafone and others.
“Today’s marketers have a responsibility to carry standards into the next generation of mobile marketing and we are looking forward to leading the industry as the MMA,” said Perry Allison, the new group’s head of global expansion.
The WAA last year worked to create a set of advertising guidelines for WAP and short messaging service advertising.
