The Mobile Marketing Association (MMA) (www.mmaglobal.com) has released the first version of its Global Mobile Measurement Ad Currency Definitions. The definitions are designed to create consistency across the industry and to serve as the basis for the development of future mobile ad guidelines. They cover 4 key topics: Ad Impressions, Streaming Video Advertising, Rich Media Ad Impression and Click Measurement. (available for download).
These definitions have been developed by the MMA Measurement Committee in close collaboration with the Media Rating Council (MRC), the definitions use the Interactive Audience Measurement and Advertising Campaign Reporting and Audit Guidelines developed by the IAB.
“Metrics and measurement are critical in order to drive further brand spend into the mobile channel,” said MMA president Laura Marriott. “We appreciate the leadership of the MRC, and the foundation from the IAB, in helping to shape the ad currency measurement definitions.”