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Measuring The Mobile Web: IAB and MMA Partner For New Standards

measurement-abacus.gifThe ability to provide accurate measurement has always been seen as a key requirement for brands to allocate larger budgets to mobile advertising.

Now the Interactive Advertising Bureau (IAB), the Mobile Marketing Association (MMA) and the Media Rating Council (MRC) have come together to create the first standardised key metrics to measure advertising on the mobile device and to provide a framework on how to count ad impressions on the mobile web.

The guidelines are the results of over a year of work by a joint task force from the IAB’s Mobile Advertising Committee and the MMA’s Measurement Committee and specifically cover WAP/Mobile Web advertising.

“The ‘Mobile Web Advertising Measurement Guidelines’ will help marketers accurately assess the delivery of ads within mobile websites and offer a clear way to count ad impressions, assuring them that their advertising messages are reaching mobile consumers ,” said Anna Bager, Vice President and General Manager of the IAB Mobile Marketing Center of Excellence.

The objectives of the report included:

  • Defining the mobile web ad impression
  • Creating a common methodology that will be widely adopted in the U.S. and globally for counting mobile web ad impressions
  • Encouraging U.S. mobile web ad servers to have their impression counts audited by an independent third party
  • Providing marketers and agencies with greater clarity and certainty (via the auditing process) that key metrics used for buying mobile web ads are methodologically sound and meet the highest standards available to the media industry
  • Reducing levels of discrepancies and spurring the industry’s growth by offering Internet publishers and ad servers a consistent, rigorous way to count the delivery of ad impressions

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“More than anything, the guidelines demonstrate the mobile industry’s commitment to its marketing partners to create a transparent and consistent business environment for buying and selling ads,” said Greg Stuart, President and CEO, MMA. “Brands and their agencies will be further encouraged to devote resources towards marketing campaigns unique to the mobile web- reaching customers at critical times in the purchase cycle, enhancing brand relationships or providing critical information through mobile marketing.”

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