Currency Measurement | Mobile Marketing Association

Currency in the mobile advertising marketplace is the viewable impression, for duration, by a human, in the target audience of choice. The measurement guidelines supporting this are complete for Mobile Web, Mobile In-App and Location-Based Advertising and the MMA will continue to work with the Media Rating Council (MRC), the IAB and other industry groups to update these as needed.

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The Media Rating Council has finalized the Mobile Web and Mobile In-App Measurement Guidelines. These guidelines, prepared by the MRC on behalf of the MMA and the IAB include important details about viewability, invalid (non-human) traffic (IVT) and count-on- start-to render. These new guidelines supersede all previous guidance and can be found here and

Final Mobile In-App and Mobile Web Advertising Measurement Guidelines

The final guidelines are complete and may be downloaded here.


The MMA encourages all of our members to become familiar with these guidelines, as the changes included will promote improved digital advertising measurement and better align all digital impressions with the viewability standard. The revised guidelines will shift both mobile in-app and mobile web from a “count-on-download” to a “count-on-begin-to-render” ad impression measurement standard. References to “served” impressions have been removed from the proposed guidelines, substituting them with the concept of counting event-driven impressions that allow for the “opportunity-to-see.” The update also expands the definition of mobile web, making clear that it is available through use of a mobile browser, as well as through browsing in an embedded app on a smartphone or tablet

To the benefit of brand marketers, these guidelines impose a higher standard on publishers and ad servers that would do away with significant amounts of impressions that were counted against ads that didn’t begin to render. Added benefits of these guidelines include:

  • Better alignment with the standards for viewable impressions, which serve as the baseline metric upon which other KPIs can be built, such as engagement and effectiveness.
  • Addresses the critical distinctions between in-app and web environments, yet offers a comprehensive and compatible approach to counting properly in each situation.
  • The value of transparency and the importance of brands pushing for compliance by all sellers, which will serve to raise the quality level of mobile advertising measurement, disclosures and reporting.

For our members selling mobile advertising, whether in-app or web-based, we strongly encourage you to be conversant and compliant with these guidelines. Doing so will only increase trust in the entire mobile advertising eco-system and will also bring distinction and differentiation to you in the eyes of the brands and agency buyers.

These Guidelines are intended to establish and document good practices of measurement; improve practices and disclosures used by practitioners; and also provide education on the distinct differences with in-app versus web environments. This document also establishes a recommendation for auditing counting methods and supporting processes, whereby the practices and disclosures of ad selling organizations can be voluntarily validated by third parties.

Location-Based Advertising Measurement Guidelines

The Location-Based Advertising Measurement Guidelines are now complete.


The Media Rating Council, at the behest of the MMA, and in collaboration with the IAB, has issued the final Location-Based Advertising Measurement Guidelines. These Guidelines are intended to establish and document good practices of measurement; improve practices and disclosures used by practitioners; and also provide education to users of location-based measurement data from all segments of the Industry. Specifically, these guidelines provide marketers with further clarity on what they should expect from their location data providers, how to align metrics to their marketing objectives and better leverage mobile’s unique ability to drive business impact. This document also establishes a recommendation and a benchmark for audit processes whereby the practices and disclosures of location-based measurement organizations can be voluntarily validated by third parties.

IAB, MMA, and MRC Update Mobile Served Ad Impression Measurement Guidelines – April 6, 2016

The Interactive Advertising Bureau, the Mobile Marketing Association (MMA) and the Media Rating Council (MRC) have released updates to the guidelines for counting mobile web and mobile in-app served ad impressions. This important update eliminates “count on decision” as an option for reporting served impression counts. MRC Staff have been communicating the need for this change with measurement vendors ever since the initial release of the guidelines, and doing so now helps ensure that counting occurs only after an ad is actually delivered to a mobile app or browser.

It’s important to note that this change is being made independently of the release of the draft mobile viewability guidelines which the MRC released for public comment on April 1. While both establish baseline requirements for counting mobile ad impressions, today’s change is of such fundamental importance MRC, IAB, and MMA agreed it should be instituted separately from the viewability guidelines.

Accredited companies have a 30-day period, starting today and ending on May 4, during which they should update their systems, following which any measurement vendors not in compliance with the new guidelines will be subject to losing MRC accreditation. Any questions regarding auditing and accreditation should be directed toward the MRC staff, while questions about the guidelines or measurement more broadly can be directed toward the MRC, IAB, or MMA.

The new guidelines, Mobile Application Advertising Measurement Guidelines Version 2.0 and Mobile Web Advertising Measurement Guidelines Version 3.0, can be downloaded below.