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.
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.
2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.
Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.
December 2, 2015
1pm ET/ 10am PT
Wednesday, December 9, 2015
5pm HKT / 5am ET