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.

Current Projects

The Media Rating Council is in the midst of the Public Comment period for the final 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

Updated Mobile In-App and Mobile Web Advertising Measurement Guidelines, for Public Comment

The public comment period has ended. We will share the final guidelines when complete. In the meantime, you may view the draft document 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.

MRC Mobile Viewable Ad Impression Measurement Guidelines Final Version – June 28, 2016


The Mobile Viewable Advertising Impression Measurement Guidelines document that follows is intended to provide guidance for the measurement of viewable impressions in Mobile Web and Mobile In-Application (In-App) environments.

These viewability guidelines are designed for mobile (web and in-app) advertising. This document supersedes all previous MRC guidance on the measurement of viewable impressions of advertising that appears in mobile environments effective upon issuance and serves as permanent guidance (subject to periodic updates; future iterations of these guidelines will be managed in coordination with the IAB Modernizing Measurement Task Force and include appropriate notification and grace periods for compliance).

The criteria established in this document will provide a path by which organizations that do comply with the guidance noted herein can become accredited. Any organization that was granted accreditation by MRC for mobile viewability measurement prior to the final completion of these guidelines is required to substantially comply with the final mobile viewable impression measurement requirements within 90 days of final issuance of these guidelines or accreditation will be removed.

For background and details on the process of developing MRC’s Viewability Guidelines, see the Viewability Project Background and Data Analysis Addendum issued separately by MRC.


The MRC wishes to thank all who contributed to the creation of this document, including the the Mobile Marketing Association (MMA), IAB and members of the IAB’s Modernizing Measurement Task Force (MMTF), and participants in the Making Measurement Make Sense (3MS) initiative, a joint initiative of the ANA, 4A’s and IAB. Thanks also to the publishers, agencies, marketers, vendors, auditors, and others who contributed to our mobile viewability working group and data volunteer group.

This document supplements the existing Interactive Advertising Bureau (IAB)/Mobile Marketing Association (MMA)/Media Rating Council (MRC) Measurement Guidelines for mobile web advertising and mobile application advertising as well as serves as an addendum to the Desktop Viewable Ad Impression Measurement Guidelines published by the Media Rating Council (MRC). These Guidelines and the most recent version of the MRC Desktop Viewability Guidelines may be found at the links below.

For any questions or comments concerning this document, please contact the MRC and the MMA:

Ron Pinelli, VP Digital Research and Standards, Media Rating Council, Inc.
(212) 972-0300 rpinelli[at]mediaratingcouncil[dot]org

Leo Scullin, VP of Industry Programs, MMA
(917) 439-5059 leo[at]mmaglobal[dot]com

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.