Mobile Application and Mobile Web Advertising Measurement Guidelines | Mobile Marketing Association

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.

We want to hear from you! To provide input on these guidelines, click here any time from now until the end of January, when the period for public comment is expected to close.

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Agency: A company that provides strategic, creative or media buying and related services to marketers.
Marketer: A company that sells its products directly to consumers and businesses and buys marketing services to achieve its goals. Company must also not fit into any of the other sales definitions.
Carrier/Operator: A mobile network operator that provides voice and/or data services.
Enabler: A solutions provider offering technology and services that enables and supports mobile marketing.
Associate: Companies or organizations that do not generate revenue from mobile, but are integral to the development of the mobile industry. (i.e. trade associations, legal firms, consulting agencies, etc.)
Seller: Companies that create and/or promote media and content or broker the sale and distribution of mobile advertising.