The Interactive Advertising Bureau (IAB) has released its first Mobile Buyer’s Guide, a how-to primer for marketers and agencies who want a simple source that explains how to buy mobile advertising.

The Mobile Buyer’s Guide includes:
• An overview of the U.S. mobile advertising market including its audience breakdown and specific advertising options for reaching those segments
• Key definitions in mobile display and messaging campaign metrics
• An overview of how to buy mobile display and messaging campaigns
• An explanation of common short codes and methods for activating mobile campaigns from traditional media campaigns
• A series of examples across different types of mobile advertising executions