MMA standardises ad measuring metrics

With help from the Interactive Advertising Bureau and Media Rating Council.

The new 'Mobile Web Advertising Measurement Guidelines' provide a framework to govern how ad impressions are counted on the mobile web.  

They took a year to develop. Objectives include:

* Defining the mobile web ad impression
* Creating a common methodology that will be widely adopted in the US and globally for counting mobile web ad impressions
* Encouraging US mobile web ad servers to have their impression counts audited by an independent third party
( Providing marketers and agencies with greater clarity and certainty (via the auditing process) that key metrics used for buying mobile web ads are methodologically sound and meet the highest standards available to the media industry
* Reducing levels of discrepancies and spurring the industry’s growth by offering Internet publishers and ad servers a consistent, rigorous way to count the delivery of ad impressions

“The ‘Mobile Web Advertising Measurement Guidelines’ will help marketers accurately assess the delivery of ads within mobile websites and offer a clear way to count ad impressions, assuring them that their advertising messages are reaching mobile consumers ,” said Anna Bager, VP of the IAB Mobile Marketing Center of Excellence.