Palm Springs, Calif. – A new standard methodology for
measuring mobile Web ads has been developed by a joint task force created by
the Interactive Advertising Bureau (IAB), Mobile Marketing Association (MMA)
and Media Rating Council, the groups announced on Wednesday.
The new Mobile Web
Advertising Measurement Guidelines aim to define a mobile ad impression; create
a common methodology for counting these impressions; and encourage ad servers
to seek independent auditing of their impression counts.
"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 of the
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."
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