Mobile Measurement Standards Aired

Two US-based bodies, the Interactive Advertising Bureau (IAB) and the Mobile Marketing Association (MMA) have released guidelines aimed at standardizing key metrics for mobile audience measurement.

Objectives include defining the mobile Web ad impression and creating a common definition and methodology for counting them; promoting independent audits of Web ad server impression counts; giving marketers and agencies greater clarity and certainty regarding the robustness of key metrics; and reducing discrepancies.

Developed with the assistance of the Media Rating Council, the guidelines are now open for public comment.

'Consumers have brought mobile devices into their daily lives at an astonishing pace', comments Randall Rothenberg, President & CEO, IAB. 'The 'Mobile Web Advertising Measurement Guidelines' will give marketers greater assurance that their advertising messages are reaching consumers on these mobile devices and that's critical for continued growth.' According to Michael Becker, Managing Director for MMA, 'the guidelines are 'a milestone in providing agencies and marketers with the kind of clarity that's instrumental in the mobile channel's continued growth'.

Members of the industry including ad agencies, advertisers, online publishers and technology vendors, are encouraged to read the proposed guidelines and submit comments before the deadline of Friday, December 10 via www.iab.net/mobilewebmeasurementguidelines (IAB members) or www.mmaglobal.com/MobileWebMeasurementGuidelines.pdf (MMA members).

The associations' home pages are at www.iab.net and www.mma.com .