The Mobile Marketing Association (MMA) is a global trade organization focused on advancing mobile marketing and advertising. It aims to provide a platform for marketers, agencies, and technology providers to collaborate and share best practices. The MMA also develops guidelines and standards to ensure effective mobile marketing strategies. Founded in 2000, the MMA works to educate its members about the evolving mobile landscape. It conducts research, hosts events, and offers resources to help businesses leverage mobile technology. The organization plays a crucial role in promoting the value of mobile as a key channel in the overall marketing mix.