IAB launches new mobile web measurement guidelines

A joint task force, comprised of members of the IAB’s Mobile Advertising Committee and the MMA’s Measurement Committee, has released the “Mobile Web Advertising Measurement Guidelines”, which covers how businesses should approach measuring mobile web advertising.

The intention of the guidelines is to get everyone – customers, advertisers and web publishers – singing from the same hymn book, when it comes to measuring the number of ads displayed.

“More than anything, the guidelines demonstrate the mobile industry’s commitment to its marketing partners to create a transparent and consistent business environment for buying and selling ads,” said Greg Stuart, President and CEO, MMA. “Brands and their agencies will be further encouraged to devote resources towards marketing campaigns unique to the mobile web- reaching customers at critical times in the purchase cycle, enhancing brand relationships or providing critical information through mobile marketing.”

The objectives of the “Mobile Web Advertising Measurement Guidelines” include:

  • Defining the mobile web ad impression
  • Creating a common methodology that will be widely adopted in the U.S. and globally for counting mobile web ad impressions
  • Encouraging U.S. 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
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