IAB, MMA and MRC Update Mobile Web Advertising Measurement Guidelines


In a move to make mobile impression counts more “robust and reliable”, industry groups including the Interactive Advertising Bureau (IAB), the Mobile Marketing Association (MMA), and the Media Ratings Council (MRC) have released updated guidelines for mobile web advertising measurement. The new guidelines impact mobile measurement definitions, click measurement considerations, general reporting parameters and auditing recommendations.

The groups proposed that client-side counting for mobile web ad impressions be required to help limit discrepancies. They also recommended that the mobile advertising industry work on a standardized definition of viewable impressions.

“Our objective is to ensure that mobile remains a valued component of the marketing mix with clear, actionable guidelines in place,” said Michael Becker, managing director of MMA North America.

For details on the recent updates, visit IAB’s website.

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