ADOTAS – It sounds like some kind of malevolent organization that Bruce Lee will have to infiltrate and destroy using only his furious fists and feet, but ORMMA actually stands for Open Rich Mobile Media Advertising, an effort to create cross-platform mobile rich media standards for in-app advertising.
At the heart of the initiative — led by The Weather Channel, mobile ad platform Crisp Wireless and app developer Tringapps, who each made a significant technological contribution to its development — is the extension of desktop ad serving to mobile apps to defrag the space. ORMMA is based on HTML5 standards so ad units will be compatible across all mobile platforms and includes rich media ad specifications and open-source code.
Early adopters of the new standard include ad networks PointRoll and Jumptap, and ORMMA is currently under review by the Mobile Marketing Association, which is expected to disclose an evaluation and whitepaper on the initiative within three months.
“The current model for serving ads into mobile apps is broken. Publishers and app developers need to work with numerous vendors and SDKs to run campaigns across multiple platforms and devices, which greatly limits the ability to plan large-scale, mobile rich media ad buys,” said Cameron Clayton, senior vice president of mobile and digital applications for The Weather Channel. “The mission of ORMMA is to simplify the serving of rich media ads into mobile apps by creating an open standard and industry best practices that gain contribution from — and are adopted by — leading publishers, developers and vendors.”
Further technical details can be found at ormma.org, as well as the ORMMA Google Gode Project wiki, which overviews the software development kit and details the initiatives proposed standards.