Mobile Viewable Impression Measurement Guidelines for Public Comment
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).
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).