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.

When four hundred marketers, representing $66 billion in media spend, come together to discuss marketing in a mobile world, there are bound to be some major learnings, and that was the case at the Mobile Marketing Assocation’s Marketing Leadership Forum, which was held on May 10 - 11, 2016 at the Crowne Plaza Times Square.

Signaling that the rise of programmatic buying in mobile is equally as dramatic as its ascension in other forms of digital media, the Mobile Marketing Association’s first-ever Automation and Programmatic Forum studied not only its growth, but the ramifications that growth has for mobile. The Forum brought together several hundred practitioners from brands, publishers, agencies and technology providers.

In a first-of-its-kind effort to launch an industry initiative, the MMA featured a subject matter expert to enlighten and inspire MMA members who have joined this new program. Walmart’s Senior Director Shopper Marketing, Matthew Parry, offered industry data and his insights on great marketing and great customer experiences, both of which are the primary goals of great brands and great retailers.

The webinar, entitled “Mobile Shopper Marketing and the Impact on the Path to Purchase” covered the following:

The MMA IoT Connected Objects Working Group seeks to help brands see the possibilities and understand the strategic implications of extending their mobile marketing initiatives through connected objects. 

These guidelines are intended to cover the measurement and disclosures related to dynamic, inapplication advertisements that appear on mobile devices. These guidelines are not intended at this time to cover the following: hard-coded advertising, or sponsorships or advertising in a non-mobile environment (the nature of the environment generally can be determined based on the operating system used to access the advertisement).

The Mobile Web Advertising Measurement Guidelines have been developed by the membership of the Mobile Marketing Association (MMA), the IAB (U.S.), and Media Rating Council (MRC) in close collaboration with the GSMA and other stakeholders. Contributors to these guidelines are representative of the key parties in the mobile marketing ecosystem, and include handset manufacturers, wireless operators, ad servers, content providers, agencies, brands and technology enablers.