WAA Mission
About the Wireless Advertising Association - WAA
The Wireless Advertising Association is the premier global industry trade association devoted to hand held device manufacturers, carriers & operators, software providers, agencies, retailers and advertisers and service providers of mobile wireless marketing and advertising. Originally formed in May 2000 with a merger of the WAIA (Wireless Advertising Industry Association) and the IAB’s (USA) Wireless Task Force, the WAA is now operating independently to address the challenges facing the wireless industry. WAA’s activities include evaluating and recommending standards and practices, fielding research to document the effectiveness of the wireless medium, and educating the wireless (mobile) advertising industry about the effective, responsible use of wireless advertising.The WAA is a strategic operational unit of the Internet Advertising Bureau (IAB), and is the result of the joining of the Wireless Internet Advertising Association (WAIA) and the IAB's Wireless Advertising Council. WAA's activities include evaluating and recommending standards and practices, fielding research to document the effectiveness of the wireless medium, and educating the wireless advertising industry about the effective, responsible use of wireless advertising.
Wireless Advertising raises a whole new set of questions about privacy, spamming, location, revenue streams, media buying, sales training and consumer awareness. The concept may be clear, but the technology, marketing and sales logistics are far from it. With dozens of devices, countless specifications and a future which promises greater functionality than most can imagine today, the path ahead is far from uncertain. For all of the apparent hurdles, the prize for the winners of this race are a marketers dream: highly targeted, flexible, dynamic and vast audiences who can make on-the-spot inquiries and purchases. And they will, due to the WAA’s initiative efforts in setting standards and metrics and developing consumer and customer education and awareness.
The purpose of the Wireless Advertising Association (WAA) is to address major challenges facing the wireless advertising industry including technical, business, creative, measurement and privacy issues as well as promote the value of wireless advertising to advertisers and consumers.
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