IAB, MMA and MRC Unveil “Mobile Application Advertising Measurement Guidelines” for Public Comment | MMA Global

IAB, MMA and MRC Unveil “Mobile Application Advertising Measurement Guidelines” for Public Comment

March 6, 2013

Provides Standardized Framework for Measuring In-App Ads

New York, NY, 6 March 2013 A vital complement to the recently released “Mobile Web Ad Measurement Guidelines”, the Interactive Advertising Bureau (IAB), the Mobile Marketing Association (MMA), in conjunction with the Media Rating Council (MRC), today issued “Mobile Application Advertising Measurement Guidelines” for pubic comment. These guidelines address in-app advertising, a burgeoning and critical platform of the mobile media landscape.
To address concerns for measurement and consumer transparency across applications, the guidelines provide assistance in determining the quality of ad analytics and measurement, as well as the completeness of disclosures. The “Mobile Application Advertising Guidelines” also require client-side counting for mobile application ad impressions, which will ensure reliability, consistency and, ultimately, reduce discrepancies across measurement models. 
The guidelines are principally applicable to organizations that develop mobile applications and use the platform as a marketing vehicle to connect with consumers. Additionally, the practices can be applied to third-party measurement organizations in the mobile industry. 
“With mobile becoming a key part of brand marketers’ ad buying strategies, it is critical that we establish clearly defined principles for measuring both mobile web and in-app ads,” said Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB. “These guidelines will help drive mobile to scale and allow for in-app advertising to evolve and mature.”
“The industry is clamoring for direction and uniformity when it comes to mobile measurement and disclosures, particularly with in-app advertisements,” said Michael Becker, Managing Director, MMA North America. “We can arm the industry with practices on how to properly measure in-app advertisements via mobile to limit discrepancies across mobile campaigns and ensure that impression counts are dependable. By demystifying any confusion or friction when it comes to measurement, we will enable marketers to trust their investment in mobile advertising and ensure that mobile evolves as a valued component of the marketing mix.” 
The guidelines also address the importance of “viewable impressions,” as established by the Making Measurement Make Sense (3MS) initiative.  While the “Mobile Application Advertising Measurement Guidelines” does not require measuring viewable impressions as of yet, it affirms that mobile media needs to follow suit and stay aligned with digital advertising practices. 
Other relevant topics covered in the guidelines, include:
  • Application coverage and basis for projection
  • Application testing and release process
  • Enhancing ad impression tracking accuracy
  • User-initiated ad actions or information gathering
  • General reporting parameters
  • Disclosure guidance
  • Auditing recommendations
“Advertising within mobile applications is poised for a period of enormous growth,” said George W. Ivie, Executive Director and CEO of the MRC.  “The release of the ‘Mobile Application Advertising Measurement Guidelines’ will represent an important step in providing marketers with the confidence they need that their in-application ad investments are well placed and fully accountable.”
The “Mobile Application Advertising Guidelines” are available for review by visiting http://www.mmaglobal.com/mobile-apps-ad-guidelines or www.iab.net/inappguidelines.
Public comment on the guidelines opens today and closes on April 6, 2013. Comments are accepted via email to [email protected] and [email protected].
About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net
About The Mobile Marketing Association (MMA) 
The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance. The MMA's primary focus is to establish mobile as an indispensable part of the marketing mix. The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. The MMA's global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM), and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com.
About the Media Rating Council (MRC)
The MRC is a non-profit Industry association established in 1964 comprised of leading television, radio, print and Internet companies, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC Accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC's Minimum Standards For Media Rating Research; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently, approximately 80 syndicated research products are audited by the MRC. For more information, visit www.mediaratingcouncil.org
Media Contacts:
MMA Media Contact
Rebecca Laming
IAB Media Contact
Laura Goldberg
MRC Media Contact
David Gunzerath