Like we don’t already have enough mobile advertising networks and standards – The Weather Channel, Crisp and TringApps are teaming-up to launch ORMMA, the Open Rich Media Mobile Advertising initiative. Along with the announcement, rich-media advertising specifications and open source code are released to any publisher who wants to serve campaigns across all mobile platforms and devices.
And right from the bat, some of the leading players adopted the idea, including PointRoll and Jumptap. Moreover, ORMMA is under review by the Mobile Marketing Association (MMA), which will release a whitepaper and evaluation of the initiative within the next three months.
The main idea behind ORMMA is to offer a vendor-agnostic approach to solving the fragmentation that exists in the mobile advertising industry. In other words, the goal is to extend desktop ad serving technology to mobile apps, utilizing the existing HTML5 standards and enabling ad units to be created and delivered in a simplified manner compatible across all devices and platforms.
ORMMA milestones, news and blog posts will be available on the official website, which also directs users to the ORMMA Google Code Project wiki that provides an overview of the SDK and covers the proposed standards for interoperable rich media display advertising in mobile applications.