IAB, MMA, MRC Release Measurement Guidelines For Mobile Apps, Mobile Websites
July 12, 2013 at 4:54 AM (PT)
The INTERNET ADVERTISING BUREAU, MOBILE MARKETING ASSOCIATION, and MEDIA RATING COUNCIL have announced their final measurement guidelines for mobile application and mobile web advertising. The guidelines were drafted by the MRC.
“Finalizing these guidelines is the culmination of a tremendous amount of effort and input from the industry leaders who are incredibly passionate about bringing a higher level of standardization and accountability to mobile advertising,” said MEDIALETS COO RICHY GLASSBERG, a member of the IAB's Mobile Marketing Center of Excellence and the MMA. “MEDIALETS is already seeking accreditation with the MRC for compliance with these guidelines because we strongly believe, with these new frameworks in place, mobile advertising will continue unabated on its current, rapid rate of growth.”
“Advertising across the internet is complex enough, but once you add a mobile component there is a lot more discussion and industry alignment needed to establish actionable guidelines that work across this complex industry,” added OPERA MEDIAWORKS VP, Analytics LARRY MOORES, also a member of the IAB's Mobile Marketing Center of Excellence and the MMA.
“Eliminating confusion and friction when it comes to mobile ad measurement will enable marketers to trust their investment in mobile and elevate its place in their marketing mix. The collective effort surrounding the guidelines for ad measurement with mobile web and applications is a testament to the participating associations’ commitment to driving this industry to scale.”
“With ad technologies developing at an accelerated pace, measurement of advertising in the mobile environment has been challenged,” said the MRC's Executive Director and CEO GEORGE W. IVIE. “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.”
Read the Mobile Application Advertising Measurement Guidelines by clicking here and the Mobile Web Advertising Measurement Guidelines by clicking here.