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Direct Response Marketing

Field Reports

1 Dec, 2010 By: Jackie Jones, Thomas Haire Response

The latest news and information from the world of DR marketing.


Advertising and Mobile Agencies Team to Release Guidelines

By Jackie Jones (jackiejones@questex.com)

NEW YORK — The Interactive Advertising Bureau (IAB) and Mobile Marketing Association (MMA) have paired to release the “Mobile Web Advertising Measurement Guidelines,” which will provide a framework to govern how ad impressions are counted on the mobile Web, according to an IAB press release.

“Consumers have brought mobile devices into their daily lives at an astonishing pace,” said Randall Rothenberg, president and CEO of 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 the IAB, the main objectives of the guidelines include: defining the mobile Web ad impression, creating a common definition and methodology for counting mobile Web ad impressions, encouraging mobile Web ad servers to have their counts audited by an independent third party, and promoting industry growth by offering Internet publishers and ad servers a dependable way to count the delivery of ad impressions.

“These guidelines are a milestone in providing agencies and marketers with the kind of clarity that’s instrumental in the mobile channel’s continued growth,” said Michael Becker, managing director for MMA. “Our partnership with the IAB on this important project is the latest example of the MMA’s leadership in providing the mobile ecosystem with industry-standard guidelines and best practices.”

“These guidelines are designed to provide marketers, agencies and mobile providers with an industry-standard methodology for measuring the delivery of ads within a mobile Web site,” said Cameron Clayton, senior vice president of mobile and digital applications at The Weather Channel and co-chair of the IAB Mobile Advertising Committee. “By adopting these guidelines, publishers and ad servers will all count impressions in a consistent, rigorous way, helping assure marketers and agencies that they are getting what they pay for when they purchase mobile Web advertising.”


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