MMA中国品牌安全与流量质量标准小组成立
中国区无线营销联盟（MMA China）1月3日宣布成立品牌安全与流量质量标准小组，进一步加强对保护品牌安全和打击虚假流量的工作。该小组隶属于移动广告标准与测量委员会。
品牌安全与流量质量标准小组在筹备初期就受到了会员单位的普遍关注和踊跃报名。目前，已确定的成员涵盖了移动营销各环节的近20家公司。该小组组长由第三方广告验证公司荷格科技（adbug）创始人张迪（Martin Zhang）先生担任，副组长则由广告主代表宝洁（P&G）和大媒体代表今日头条来担任。
“广告主在选择移动广告的投放渠道时，品牌安全（Brand Safety）与广告可见性（Viewability）已经成为焦点话题。”张迪（Martin Zhang）表示，“国内也急需出台统一的标准来帮助合规，让广告主能够更加大胆、有的放矢地进行广告投放。”
移动广告标准与测量委员会主席，亿动广告传媒（Madhouse）创始人兼首席执行官马良骏（Joshua Maa）先生，也表示了对品牌安全与流量质量标准小组成立的祝贺。
“品牌安全和流量质量已经获得了广告主的高度重视，因此我们有必要也必须成立专门的小组，由更加专业的会员单位投入更多的精力来制定更本地化的，更细分的广告标准，”他表示。
MMA中国的两位联合主席，腾讯公司副总裁郑香霖（Steven Chang）先生和AdMaster（精硕科技）联合创始人兼总裁蔡易承（Ethan Tsai）先生，对品牌安全与流量质量标准小组未来的工作也充满期待。
郑香霖（Steven Chang）表示，“希望品牌安全与流量质量标准小组日后能够招募更多的会员单位，通过不断的探讨和切磋，一起携手将移动广告的可见性标准化。”
“很高兴这么多的会员单位都看到了品牌安全和流量质量的重要性，并愿意投身到移动广告可见性的标准化工作中。”蔡易承（Ethan Tsai）表示，“相信在大家的努力下，我们一定会推出更符合中国市场的相关广告标准。”
关于中国无线营销联盟（MMA China）
Mobile Marketing Association (MMA) 是全球著名的行业组织，旨在推动无线营销行业在全球范围内的发展。
目前在北美、欧洲、中东、非洲、拉美、亚太等地区设有分支机构，其超过700家的会员公司来自全球四十多个国家和地区，业务涉及无线营销生态系统的各个领域，包括广告、手机设备制造、运营、零售、软件提供、服务等。
2011年4月，MMA 进入中国，MMA China中国无线营销联盟在上海成立。
MMA China Forms its Brand Safety & Viewability Standard Group
(January 3, 2016, Shanghai) —–MMA China announces the establishment of its Brand Safety & Viewability Standard Group under its Mobile Ad Standard & Measurement Committee. The group is aimed to better protect brands by reinforcing brand safety and fighting against fraudulent traffic.
The group gained such attention right from the start that many MMA members signed up to join right away. So far, the group has about 20 confirmed members consisting of companies from all sectors of mobile advertising. Leading the group is Martin Zhang, the Founder & CEO of Adbug, China’s top third-party ad verification company. The vice chairs are representatives of major advertisers and publishers, Procter & Gamble and Toutiao.
“When advertisers chose digital advertising on mobile devices, they are having more concerns about brand safety and viewability issues,” says Martin.
“And the China market is in urgent need of an industry-wide standard for measurement, so that advertisers may shift to mobile more comfortably and effectively.”
Joshua Maa, Mobile Ad Standard & Measurement Committee Chair and the Founder & CEO of Madhouse also congratulated the establishment of the group.
“Brand Safety and Viewability has been high on advertisers’ priority list, hence it is necessary for us to form a group dedicated to this very topic. Experts from our member companies will focus their efforts on making a more localized and specific standard for measurements of digital mobile ads,” he claims.
The two co-chairs of MMA China Steven Chang, VP of Tencent and Ethan Tsai, Co-Founder & President of AdMaster both expressed great expectations for the future work of Brand Safety & Viewability group.
Steven remarks: “Hope the Brand Safety & Viewabilty group will attract even more members, and standardize the viewability of mobile digital advertisements through productive discourse.”
“I’m very glad that so many MMA members are recognizing the importance of brand safety and viewability, and are willing to participate in the standardization of viewability measurements,” adds Ethan. “I believe with all of our efforts, we will be able to finalize a guideline which suites the market in China”.
ABOUT MMA CHINA
MMA, as a worldwide leading global non-profit trade association, is comprised of more than 800 members in almost 50 different counties.
MMA China was founded in April 2011 to serve the fast growing mobile marketing industry in China. By working closely with service carriers, application developers, brands, agencies and partners in other sectors, MMA China aims to build a sustainable ecosystem of mobile marketing industry in China. MMA is also becoming the leading association to consult and advise on key industry issues including measurement and metrics, guidelines, codes of conduct and best practices.
To know more about MMA China, please visit www.mmachina.cn.
