Mobile has forever changed the way people shop. A shopper's smartphone is there for them anytime, anywhere in countless micro-moments. The question for retailers is: Are you prepared to meet these shoppers in the moments that matter most? Explore this guide—full of new research on consumer trends—to find out how to be there and be useful in this new digital landscape.

MRC’s overarching goal when developing industry standards for media measurement is to develop metrics that can be widely used across the industry to facilitate better “apples to apples” metrics comparisons, both within and across media types. These standardized metrics are not necessarily designed to result in the exclusion of any other possible metrics, but having commonly defined metrics allows for consistency in reporting and analysis, and serves as a baseline under which all users of the data may operate with a common understanding.

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.