Home  › Media › Mobile
mobile-measurement

IAB, MMA, and MRC Set New Standard for Quality Ad Metrics With Revised Mobile Guidelines

  |  July 15, 2013   |  Comments

Last week the IAB, MMA, and MRC finalized their measurement guidelines for Mobile Application and Mobile Web advertising.

Last week the Interactive Advertising Bureau (IAB), Mobile Marketing Association (MMA), and Media Ratings Council (MRC) finalized their measurement guidelines for Mobile Application and Mobile Web advertising. The guidelines are meant to provide a benchmark for mobile advertising in order to deliver high-quality data to ad buyers.

The new framework will address the quality of impression counts and buyer transparency across applications and hopes to set a higher standard for quality ad metrics across the industry.

The new guidelines were drafted by the MRC, with additional input from IAB and MMA members. The hope is that the updated guidelines will fight inaccuracies that could slow down the growth of the mobile channel.

"Finalizing these guidelines is the culmination of a tremendous amount of effort and input from the industry leaders who are incredibly passionate about bringing a higher level of standardization and accountability to mobile advertising," said Richy Glassberg, COO, Medialets, who is also a member of both the IAB Mobile Marketing Center of Excellence and the MMA, in the press release.

The Mobile Web guidelines didn't need much change to the final version, but input from public comments warranted some revisions to the Mobile App guidelines, which included: "a clearer mandate that only client-side counting is allowed for mobile application ad impressions; a requirement that SDKs that handle ad loading ensure that impression counting does not happen prematurely; and a clear end-date requirement for reporting/counting ad impressions delivered/viewed while the app is offline."

"With ad technologies developing at an accelerated pace, measurement of advertising in the mobile environment has been challenged," said George W. Ivie, executive director and CEO at the MRC, in the press release. "Now that there is clear and specific industry measurement guidance in place, both buyers and sellers of mobile advertising will have enhanced confidence that the performance and effectiveness of campaigns can be consistently and accurately measured, which will lead to greater accountability and increased investment by marketers in the mobile space."

Image on home page via Shutterstock.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Caitlin Rossman

Caitlin Rossman was Associate Editor at ClickZ until September 2013, where she had been working since 2009. She previously worked as a Copy Editor for The New York Post. Caitlin received her BA in journalism from New York University.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Marketing Systems Analyst
      Marketing Systems Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Marketing Systems Analyst to our expanding team. We...