Client-Side Counting Added to Mobile Ad Guidelines

The Interactive Advertising Bureau (IAB) and the Mobile Marketing Association (MMA) have updated their 'Mobile Web Advertising Measurement Guidelines', with a new requirement to include client-side counting for mobile web ad impressions.

Developed two years ago with the assistance of the Media Rating Council (MRC), the guidelines provide a framework for the measurement of web-based ads across the mobile interactive environment. The updated guidelines also focus on the importance of preparing to make viewable impressions a key part of the currency, once this is technically viable.

George Ivie (pictured), Executive Director and CEO of the MRC, comments: 'Updating these guidelines to require client-side counting will strengthen the transparency and integrity of the mobile web advertising space. This is critical to provide marketers with confidence that their spending in the mobile ad ecosystem is well placed, which will lead to additional investment.'

Public comment on the guidelines (www.iab.net/mobilewebmeasurementguidelines ) opens today and closes on December 21, 2012. The other orgs' web sites are at www.mmaglobal.com and www.mediaratingcouncil.org .