IAB, MMA and MRC release in-app mobile ad guidelines

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New York—The Interactive Advertising Bureau, Mobile Marketing Association and Media Rating Council have released “Mobile Application Advertising Measurement Guidelines” for public comment. The guidelines are intended to provide measurement standards for in-app mobile advertising. They address such topics as viewable impressions, application testing and release processes, ad impression tracking accuracy and general reporting parameters for in-app mobile advertising. The public comment period will be open until April 6; the guidelines are available by clicking here.
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