Mobile-First Consortium: A New Ad Initiative

There’s a new initiative that’s taking the advertising world by storm.

Meet the Mobile-First Consortium, or MFC for short. It recognizes areas where mobile advertising falters; mainly, that there’s a lack of cohesive data standards, key performance indicators (KPIs), creative specifications and a common mobile vocabulary. This leads to a drastic discrepancy between the time consumers spend on mobile and the quality of ads they see.

Meet the Mobile-First Consortium (MFC)

MFC has the solution to these mobile conundrums. It aims to improve mobile advertising by creating a lexicon, establishing new operating standards and ensuring the acceleration of product innovation. It states that media must become personalized and active in real-time. It should target people – not populations.

In other words, MFC is flipping the table and demanding bolder, better branding.

As one of the founding members of MFC, Kiip is super excited about how this new initiative will alter mobile ads for the better. Kiip has already redefined the way brands interact with consumers via moment-based rewards. Now, we’re taking things further as a part of this innovative mission that will set the standard for superior mobile advertising.

Other founding companies include Google, Yahoo, Apple, Twitter, Millennial Media and more.


“This innovative mission sets the standard

for superior mobile advertising.


If you want to learn more, our CEO Brian Wong will present MFC alongside the organization’s top reps. You can catch the lecture at tomorrow’s Mobile Media Summit in Miami, from 12:50 – 1:20 PM.

According to the synopsis:

Consumers spend 20 percent of media time with their mobile devices, yet mobile gathers only 4 percent advertising spend – something isn’t right. The persistent gap between mobile eyeballs and brand spend showed no sign of change, until now. Top tech, media and brands discuss their new Mobile-First Consortium initiative to bring new standards to mobile advertising, fix the problems and span the gap.”

You can also check out the buzz on MFC’s website, themfc.co, and let us know what you think in the comments below!


Kiip redefines how brands connect with consumers through moment-based rewards. Rewards increase engagement and purchase intent, and 84 percent of mobile users say they prefer mobile rewards over ads.

Hundreds of brands already use Kiip. To learn more, visit kiip.me/brands.

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