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IAB, MMA and MRC finalize mobile guidelines

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New York—The Interactive Advertising Bureau, Media Rating Council and Mobile Marketing Association announced the release of final measurement guidelines for mobile application and mobile Web advertising. The guidelines were drafted by the MRC, with input from IAB and MMA members. They address such measurement issues as a clear mandate that only client-side counting is allowed for mobile app ad impressions and a clear end-date requirement for reporting and counting ad impressions delivered or viewed while an app is offline.
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