Mobile Measurement Guidelines Finalised

In the US, industry bodies the IAB, MMA and MRC have released the final version of their measurement guidelines for mobile app and 'mobile web' advertising.

The two sets of 'complementary' guidelines provide a benchmark for mobile advertising, with the aim of giving users high quality and standardised / comparable data. The guidelines were drafted by the MRC (Media Rating Council) and include various inputs from 'dozens' of members of the IAB (Interactive Advertising Bureau) and MMA (Mobile Marketing Association).

The 'Mobile App' guidelines changed more significantly during the consultation period, with strong support for allowing only client-side counting of ad impressions; a requirement for Software Development Kits (SDKs) not to count impressions prematurely; more explicit guidance and limitations for apps that 'auto-refresh' ads; and other key revisions resulting from industry feedback.

MRC Executive Director and CEO George Ivie comments: 'With ad technologies developing at an accelerated pace, measurement of advertising in the mobile environment has been challenged. Now that there is clear and specific industry measurement guidance in place, both buyers and sellers of mobile advertising will have enhanced confidence that the performance and effectiveness of campaigns can be consistently and accurately measured, which will lead to greater accountability and increased investment by marketers in the mobile space.'

Recent figures from the IAB show that global mobile ad revenue increased 83% last year to $8.9bn, while US mobile ad revenue more than doubled in 2012 to reach $3.4bn.

The guidelines are available for download at www.iab.net/inappguidelines and iab.net/mobilewebmeasurementguidelines , respectively. The other organisations are online at www.mmaglobal.com and www.mediaratingcouncil.org .