Updated Mobile Web Advertising Measurement Guidelines Open For Comment

Gail Chiasson, North American Editor

The Interactive Advertising Bureau and its Mobile Marketing Center of Excellence, and the Mobile Marketing Association, in conjunction with the Media Rating Council have jointly issued updated ‘Mobile Web Advertising Measurement Guidelines’ for public comment.

The guidelines provide a framework for governing measurement of mobile web-based ads across the mobile interactive ecosystem. Principally applicable to mobile marketers, wireless operators, mobile publishers and ad serving organizations, the proposed guidelines can also be used by planners and buyers of mobile media advertising to determine measurement quality.

In particular, the guidelines now require client-side counting for mobile web ad impressions, which will increase consistency with computer-based ad measurement, make impression counts far more robust and reliable, and may help to reduce mobile discrepancies.

The document also mentions the importance of ‘viewable impressions’, which are expected to be established soon by the Making Measurement Make Sense initiative. While the revised Mobile Web Advertising Measurement Guidelines do not require measuring viewable impressions in the mobile web as yet, it affirms that mobile media needs to prepare to make viewable impressions a key part of the currency, as soon as it is technically feasible.

Other relevant topics covered, include: Measurement definitions; Ad measurement guidelines; Enhancing ad impression tracking accuracy; Click measurement considerations; General reporting parameters;, Disclosure guidance; and Auditing recommendations.

“With the release of these updates, our organizations and their members are doubling-down on a commitment to making a strong push for the adoption of, and compliance with, these timely guidelines,” says Anna Bager, vice-president and general manager, Mobile Marketing Center of Excellence, IAB. “Trustworthy and credible reporting, as well as adherence to uniform industry standards, are vital to ensuring the growth and success of the mobile advertising market.”

George Ivie, executive director and CEO, MRC “Updating these guidelines to require client-side counting will strengthen the transparency and integrity of the mobile web advertising space, This is critical to provide marketers with confidence that their spending in the mobile ad ecosystem is well placed, which will lead to additional investment.”

Public comment on the guidelines is now open and will close Dec.21/12. Feedback and input can be provided by emailing mobile@iab.net.

The Mobile Web Advertising Measurement Guidelines are available for review here.

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