Mobile Ad Measurement Rules Finalized17 Jul, 2013 By: Doug McPherson
WASHINGTON – The Interactive Advertising Bureau (IAB) and Mobile Marketing Association (MMA) have issued final measurement guidelines for mobile Web advertising with the Media Rating Council (MRC).
The guidelines, initially released last November, share requirements such as client-side counting for mobile Web ad impressions to increase consistency with computer-based ad measurement and help to reduce discrepancies in mobile impression counts.
Rules for mobile Web measurement saw little change, but those on mobile apps saw several revisions and include:
- A clearer mandate that only client-side counting is allowed for mobile application ad impressions
- A requirement that software development kits that handle ad loading ensure that impression counting does not happen prematurely
- A clear end-date requirement for reporting/counting ad impressions delivered/viewed while the app is offline
- More explicit guidance around “auto-refresh” – how frequently an application should be permitted to change the ads displayed within the app
- A caveat that HTML5 may impact how and when ads are counted and bears close examination by auditors
George W. Ivie, the MRC’s executive director and CEO, said clear and specific industry measurement guidelines give both buyers and sellers of mobile advertising 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.”
Mobile rich media provider Medialets, a member of the IAB’s Mobile Marketing Center of Excellence and the MMA, is among ad firms currently going through the MRC accreditation process for compliance with the guidelines. In May, Apple’s iAd became the first mobile ad network to be fully accredited by the MRC for adhering to the IAB and MMA standards.