The dotMobi Advisory Group (MAG) has announced the formation of its Mobile Advertising Task Force. The task force’s first action is the release of a white paper, “Mobile Advertising in a .mobi World”, that defines the global mobile advertising ecosystem and outlines opportunities for off-portal mobile advertising on Web sites developed on .mobi domains.

It will be led by Millennial Media SVP Eric Eller as Chairman and Smaato CMO Harald Neidhardt as Co-Chairman.

MAG members contributing to the paper include Millennial Media, Smaato, Nubiq, Vantrix, Nokia, dotMobi, Add2Phone, M:Metrics and The Weather Channel Interactive. It is also supported by MAG alliance member the Mobile Marketing Association (MMA), which represents more than 500 member companies worldwide.

“It addresses the opportunities for advertisers, agencies and operators, as active partners, to fully monetize the emerging mass-market off-portal mobile Web industry. I’m excited by the enormous level of interest from marketers to learn more about effective Mobile Advertising and look forward to seeing MAG champion the off-portal market opportunity for mobile advertising.” said Eric Eller, SVP of Millennial Media and MAG task force Chairman.

The task force is responsible for:

• Defining the global mobile advertising ecosystem for the off-portal marketplace
• Developing best practices and policies for mobile advertising on .mobi domains, based on published guidelines by the Mobile Marketing Association (MMA)
• Developing relevant business models for off-portal mobile advertising on .mobi domains
• Helping brands and operators monetize off-portal opportunities
• Supporting innovation and growth of off-portal mobile advertising through education and market research initiatives

“The task force’s off-portal .mobi domain mandate complements the pioneering work recently published by the Mobile Marketing Association for mobile advertising guidelines and best practices” said Harald Neidhardt, Smaato Co-founder and CMO.

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Full press release HERE