IAB, MMA introduce guidelines for counting mobile Web ads

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La Quinta, Calif.—The Interactive Advertising Bureau and the Mobile Marketing Association introduced “Mobile Web Advertising Measurement Guidelines,” designed to set standards for measuring mobile Web ads.

The guidelines were developed with assistance from the Media Rating Council and provide a framework for how ad impressions are to be counted on the mobile Web.

The objectives of the guidelines include defining mobile Web ad impressions; creating a common methodology that will be widely adopted in the U.S. and globally for counting ads on the mobile Web; and encouraging U.S. mobile Web ad servers to have their impression counts audited by an independent third party.

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