IAB, MMA release mobile Web ad guidelines

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New York—In an effort to standardize key metrics for mobile advertising, the Interactive Advertising Bureau and the Mobile Marketing Association this week released “Mobile Web Advertising Measurement Guidelines” for public comment.

The guidelines, developed with assistance from the Media Rating Council, are designed to provide industrywide standards on how ad impressions are counted on the mobile Web.

The objectives of the guidelines include: defining the mobile Web ad impression; creating a common definition and methodology that will become widely adopted in the U.S. and globally for counting mobile Web ad impressions; and reducing levels of discrepancies in reporting by offering online publishers and ad servers a consistent way to count the delivery of ad impressions.

The guidelines are available at

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