IAB, MRC and MMA reveal new mobile advertising measurements for public comment

Anne Freier

In Mobile Advertising

December 21, 2016

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New mobile ad measurement guidelines are shifting mobile in-app and web from a count-to-download to a count-on-begin-to-render impression measurement minimum.
That’s according to the IAB (Interactive Advertising Bureau), the MRC (Media Rating Council), and the MMA (Mobile Marketing Association), with support from the IAB Technology Laboratory, which have just overhauled their Mobile In-App Measurement and Mobile Web Measurement Guidelines for public comments. That means, comments may be implemented as changes to help advance mobile ad measurement guidelines.
IAB extends public comment period
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Source: iab.com/newadportfolio/
In addition, the new proposal excludes references to served impressions and substitutes them with the concept of counting event-driven impression that have potential for an opportunity-to-see by the user. The change is driven by a motivation to align such measurement with the counting model for viewable impressions
At the same time, IAB and MRC have also rolled out a revised guide for the Desktop Display Served Impression Guideline, which moves desktop digital ad measurement from a minimum of “count-on-ad-insertion” approach to a “count-on-begin-to-render” model. This should more closely sync desktop and mobile ad measurements with digital video.
Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB, explains:
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“A ‘count-on-begin-to-render’ model is going to offer publishers improved measurement. These updates will be critical in delivering the efficiencies that marketers and agencies seek from digital campaigns. They move measurement to more closely align with other measurement metrics, such as viewable impressions – providing an avenue to more cohesive cross-platform measurement.”

Public comments can be made until February 1. 2017, after which the MRC will consider feedback and make changes accordingly. The final documents will be shared with the IAB, the Modernizing Measurement Task Force, and MMA for the two mobile guidelines for final review. Comments can be emailed to Ron Pinelli of MRC at rpinelli@mediaratingcouncil.org.
George W. Ivie, Executive Director and CEO, MRC, says:
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“Revising these guidelines represents the initial step of what we plan to be an ongoing process to modernize existing IAB and IAB/MMA/MRC Measurement Guidelines to be fully appropriate to today’s digital advertising environment. We thank the members of the Modernizing Measurement Task Force for their consideration and feedback as we drafted these revisions, and the IAB and the MMA for their partnership in these efforts.”