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Brands and Publishers To Benefit From New App Traffic Metrics

mobile-measurement.gifAs mobile advertising has become an increasingly important media channel for many companies, an ongoing criticism has been that there is not adequate measurement of the channel.

Now the Audit Bureau of Circulations (ABC) – the media industries body – has announced that it has launched new metrics for the measurement of App Traffic.

The new metrics, developed in Agreement with the Joint Industry Committee for Web Standards (JICWEBS), aim to deliver increased options to report app driven traffic and should make it easier for publishers and advertisers to understand the levels of consumer engagement through apps.

Richard Foan, Group Executive Director of Communication and Innovation, ABC said, “We are constantly working with the industry to ensure that we deliver the measurements that they need. The pace of the digital world is reflected in our continuous innovation including bringing new channels into our certification process.”

Media owners will have two options, either to report their traffic on a Web Traffic Certificate, alongside their other online traffic or on a separate Certificate of App Traffic.

Mr Foan added “This will enable media owners to highlight the growth of their smart device apps while at the same time allowing advertisers to gauge their popularity and measure client campaigns accordingly. This is an important development for the industry and extends the ABC stamp of trust to a fast‐growing channel that is becoming increasingly important to both publishers and advertisers.”

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