Mobile Marketing Association

What Mobile Marketing Association does

Marketing + Media Alliance (MMA), formerly the Mobile Marketing Association, is a non-profit global trade association founded in 2003 and headquartered in New York City. It operates as a member-driven community of 825+ corporate members, including 19 Fortune Top 25 B2C companies, serving the entire marketing ecosystem: brand marketers/CMOs, AdTech/MarTech technology enablers, agencies, consultancies, media sellers, and academic institutions. MMA is governed by a Board of Directors composed of senior marketing executives from General Motors (Global Board Chair), Meta, Google, Microsoft, Unilever, AT&T, Walmart, and other major global brands, positioning the organization as the only global trade body that convenes the marketing ecosystem at the governance level.

MMA's core product portfolio centers on four research think tanks (MATT for Marketing Attribution, MOSTT for Marketing Org Strategy, ALTT for AI Leadership, and DATT for Data & CX), proprietary research frameworks including the Movable Middles Growth Framework® and Brand as Performance methodology, the SMARTIES Awards program, flagship events (POSSIBLE in Miami, CMO & CEO Summit in Santa Barbara, CMO AI Transformation Summit), and training programs such as Decoding AI for Marketers. The organization runs 62+ conferences annually worldwide and is investing in AI-focused research labs (GASP for generative AI search performance, ACE for AI creative effectiveness, SIFT for contextual targeting, and the A³ Agentic AI Advertising initiative). The technology stack is research-oriented rather than productized software — multi-year datasets from think tanks underpin proprietary frameworks that have demonstrated quantified outcomes (e.g., +50% ROAS improvement via Movable Middles, 7x incremental lift in long-term brand sales, +160% average ROI from AI personalization experiments).

MMA generates revenue through two primary streams: (1) annual corporate membership dues tiered by organization type and global ad spend/digital revenue bands, where membership extends to all employees of a member company, and (2) event registration and sponsorships from 62+ annual conferences plus presenting/sponsoring partners at flagship gatherings. Specific pricing is not publicly disclosed. The go-to-market motion is sales-led enterprise field sales with regional offices in Singapore (APAC), Dubai (MEA), São Paulo (LATAM), and London (Europe) handling membership acquisition, supplemented by thought-leadership-driven content marketing, research publications, and earned media through CEO Greg Stuart.

Name

Mobile Marketing Association

Legal name

MMA Global, Inc.

Website

https://mmaglobal.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Non-profit global trade association of 825+ corporate members including 19 Fortune Top 25 B2C companies, operating four research think tanks (MATT, MOSTT, ALTT, DATT), flagship events, and proprietary marketing science frameworks to advance marketers' ability to create enterprise value.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Corporate Membership Dues: Annual membership fees from corporate members. Companies join at various tiers based on global ad spend and digital revenue. Membership extends to all employees of member organizations.
2. Event Registration and Sponsorships: Revenue from flagship events including POSSIBLE Miami, CMO & CEO Summit, and 62+ conferences worldwide. Events generate sponsorship revenue from presenting partners and supporting partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels9 records

Core offering

The MMA is a global non-profit trade association that convenes the entire marketing ecosystem—brand marketers/CMOs, AdTech/MarTech technology enablers, media sellers, agencies, and consultancies—through corporate membership and delivers research, evidence-based frameworks, awards programs, flagship conferences, and certified training. Core deliverables include four global think tanks (MATT, MOSTT, DATT, ALTT), proprietary frameworks such as the Movable Middles Growth Framework® and Brand as Performance methodology, the SMARTIES global awards program, the POSSIBLE and CMO & CEO Summit events, and the Decoding AI for Marketers training series, all distributed to 825+ corporate members across 16+ countries.

Product overview

The Marketing + Media Alliance (MMA) is a non-profit trade association, not a unified software product. It offers a portfolio of services including: SMARTIES Awards (global marketing excellence awards); four Think Tanks (MATT for marketing attribution, MOSTT for marketing organization strategy, DATT for data & customer experience, ALTT for AI leadership); flagship events (POSSIBLE Conference, CMO & CEO Summit, CMO AI Transformation Summit); Decoding AI for Marketers training program; research frameworks (Movable Middles Growth Framework, Brand as Performance); and a Knowledge Center with reports and tools. These services are offered separately rather than as a unified platform with integrated modules.

Differentiator

Problem solved

Functional benefit

Products and services

• SMARTIES Awards Global marketing awards program recognizing campaigns that integrate creativity, media, data, and technology to deliver measurable business impact; operated across regional editions in North America, APAC, Europe, MEA, and LATAM, including country-specific editions in Brazil, India, Vietnam, and Thailand.
• MATT (Marketing Attribution Think Tank) Global think tank of marketing and analytics leaders conducting multi-year research on attribution, brand performance, and measurement frameworks, including the Multi-Touch Attribution (MTA) toolkit (Journey Map, DataMap, Data Strategy Guide, Tactical Success Guide, Provider RFI Template).
• MOSTT (Marketing Org Strategy Think Tank) Think tank of marketing experts and academic faculty that develops frameworks and actionable knowledge to guide CMOs' organization design decisions for the modern marketing function.
• DATT (Data + CX Think Tank) Think tank dedicated to building exceptional customer experiences through touchpoint data mastery, proven experiments, and AI-powered marketing strategy, including the State of Data Privacy research with partners such as AppsFlyer.
• ALTT (AI Leadership Think Tank) Think tank dedicated to advancing AI in marketing, driving efficient and effective growth through research, validation experiments, and industry benchmarks, and home to research initiatives including AI Creative Effectiveness (ACE), Gen AI Search Performance (GASP), Semantic & Intent Fusion Targeting (SIFT), and Agentic AI Advertising (A³).
• Decoding AI for Marketers Training Multi-part certification training series that gives marketers hands-on with Generative AI, covering how AI systems work and their strengths and weaknesses using real-life examples and practical exercises; based on the MIT Press book "The AI Conundrum."
• POSSIBLE Conference Annual flagship marketing conference in Miami Beach, Florida, bringing together marketing leaders to explore the future of marketing and media.
• MMA CMO & CEO Summit Annual invitation-only gathering in Santa Barbara, California, sharing insights, real-world examples, and case studies from CMOs of the world's biggest brands; in its 15th year with an 86% Net Promoter Score.
• CMO AI Transformation Summit Half-day invitation-only event limited to select CMOs, providing insights into strategies, technologies, and leadership practices driving successful AI transformations; co-hosted with presenting partners Meta, Google, Moloco, Vurvey Labs, and Bluefish AI.
• Movable Middles Growth Framework® Proprietary research framework revealing a new marketing growth strategy reportedly outperforming traditional reach-based marketing plans by more than 50% on return on ad spend (ROAS); recognized with the 2024 ARF David Ogilvy Data Innovation Award and 2025 ESOMAR Silver Award.
• Brand as Performance Research Research initiative and methodology proving brand marketing drives long-term growth, revealing that traditional measurement methods undervalued brand's impact by up to 83% and showing a 7x incremental lift versus short-term campaign sales; winners of multiple ANA Genius, i-COM, and ESOMAR awards.
• MMA Global Research & Reports (Knowledge Center) Comprehensive library of research reports, whitepapers, and industry studies covering measurement, AI, data privacy, video & CTV, creative effectiveness, and marketing organization strategy, including State of Marketing Analytics, State of Personalization, and State of Video & CTV.
• MMA Academy Education and certification programs including mobile advertising certificate programs developed in partnership with industry leaders.

Quantifiable outcome

• +50% improved ROAS via Movable Middles Growth Framework adoption
• +5 more outcomes

Named customers32 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

14 partnerships are on record, tiered regional, core, flagship and minor.

• Publicis Commerce IndiaregionalStrategic or Co-development Partner · 1 October 2025Co-published Quick Commerce Playbook India 2025, providing guidance for brands navigating India's expanding quick commerce sector. Market grew from $1.5B (2022) to $7B (2024) with 40% CAGR projected through 2030.
• TransUnioncoreStrategic or Co-development PartnerCollaborative partnership for Brand as Performance whitepaper revealing that traditional measurement methods undervalued brand's impact by up to 83%. Research partnership combining MMA's marketing science expertise with TransUnion's data capabilities to prove brand marketing drives long-term growth.
• MonkscoreStrategic or Co-development PartnerAI personalization research partnership and State of Personalization 2025 report collaboration. Joint initiatives include Agentic AI Advertising (A³) Lab assessing creative and commercial impact of AI-produced video advertisements. Justin Billingsley, Global Chief Growth Officer at Monks/S4, serves on MMA Global Board.
• Shelly PalmerflagshipStrategic or Co-development PartnerFeatured keynote speaker at MMA CMO AI Transformation Summit. Renowned AI expert and CEO of The Palmer Group, Shelly Palmer provides strategic insights on AI transformation for marketing organizations.
• MetaflagshipGTM or Marketing PartnerPresenting Partner at MMA CMO AI Transformation Summit. Meta representatives including Nicola Mendelsohn (VP, Global Business Group) serve on MMA Global Board.
• MolococoreGTM or Marketing PartnerPresenting Partner at MMA CMO AI Transformation Summit. Moloco provides machine learning advertising solutions and partners with MMA on AI and marketing effectiveness research.
• Vurvey LabscoreTechnology or IntegrationPresenting Partner at MMA CMO AI Transformation Summit. AI-powered video analysis platform that may integrate with MMA research initiatives on AI creative effectiveness.
• GoogleflagshipGTM or Marketing PartnerBoard member and partner. Sean Downey (President, Americas & Global Partners) serves on MMA Global Board. Google participates in MMA research initiatives on video, CTV, and AI in marketing.
• MicrosoftflagshipGTM or Marketing PartnerBoard member and partner. Kya Sainsbury-Carter (Corporate Vice President, Microsoft Advertising) serves on MMA Global Board. Microsoft participates in AI leadership think tank initiatives.
• AppsFlyercoreStrategic or Co-development PartnerState of Data Privacy research collaboration partner. AppsFlyer co-sponsored MMA research on data privacy with 150 senior marketers across various sectors.
• TeadscoreStrategic or Co-development PartnerState of Video & CTV research collaboration. Teads partnered with MMA on study revealing video as the most essential marketing tactic for reaching audiences.
• VidmobcoreStrategic or Co-development PartnerAI analytics partnership. MMA & Vidmob's AI Analytics predicts advertising performance, winning Digiday AI Award for Best Use of AI in Marketing Analytics (Kellanova case study).
• BCG (Boston Consulting Group)coreImplementation/ SI/ Consulting PartnerJanet Balis (Managing Director and Partner) serves on MMA Global Board. BCG partners on marketing organization research and thought leadership initiatives.
• Lafayette AmericanminorImplementation/ SI/ Consulting PartnerCreative agency partner supporting MMA's brand repositioning launch in October 2025. Lafayette American is a Cannes Lion, D&AD, and Gold EFFIE award-winning agency that worked on MMA's new visual identity and brand guidelines.

Scale indicators8 records

Recent moves3 records

Expansion highlights5 records

Direct peers

• Association of National Advertisers (ANA): The ANA is the leading U.S. trade association for brand marketers and advertisers, serving a similar constituency of CMOs and client-side marketing leaders. Like MMA, it convenes senior marketing executives, publishes industry research, and runs major industry events.
• IAB (Interactive Advertising Bureau): IAB is the principal digital advertising trade body developing standards, research, and policy for the digital marketing ecosystem. It overlaps directly with MMA's AdTech/MarTech member base and standards-setting mission, including programmatic, measurement, and AI governance.
• 4A's (American Association of Advertising Agencies): The 4A's is the U.S. trade association for advertising agencies, covering a segment of MMA's membership (agencies and consultancies). It provides governance, training, and advocacy parallel to MMA's agency-facing programs and thought leadership.
• World Federation of Advertisers (WFA): WFA is the global trade body representing multinational advertisers, with a similar CMO-centric membership model and global regional structure. Both organizations compete for the same set of senior marketing leaders and global brand memberships.
• Data & Marketing Association (DMA): The DMA focuses on data-driven marketing, customer engagement, and compliance—areas that overlap with MMA's DATT think tank and data/privacy research initiatives. It serves a comparable marketer and technology-provider audience.

Regional players

• Advertising Association (UK): The Advertising Association represents the UK marketing and advertising industry with a similar trade-association mandate (research, policy, events) but is geographically concentrated in the UK, complementing rather than directly competing with MMA's global footprint.

Others

• ESOMAR: ESOMAR is the global market research and insights association, which co-recognizes MMA's research (e.g., 2025 ESOMAR North America Gold Award for Brand as Performance). It is adjacent rather than directly competitive, sharing the research-validation and standards-setting role.
• Cannes Lions International Festival of Creativity: Cannes Lions is the leading global marketing creativity awards program and conference, directly comparable to MMA's SMARTIES Awards and flagship events in terms of brand prestige and audience. They compete for the same CMO attention and sponsorship dollars.
• Ad Council: The Ad Council is a U.S. non-profit that produces public-service marketing campaigns, sharing MMA's non-profit trade-body structure and convening role across the marketing ecosystem, though focused on social good rather than commercial marketing.

Broad incumbents

• Publicis Groupe: Publicis is a global marketing services holding company with multiple agencies that partner with MMA on research (e.g., the 2025 Quick Commerce Playbook India). It is a member/partner rather than a direct peer, but a comparable large-scale organizer of marketing IP and events.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@MMAGlobalMarketing
• LinkedInlinkedin.com/company/mma-global
• Xx.com/MMAglobal
• Facebookfacebook.com/mmaglobal

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mobile Marketing Association