Mobile App Ad Measurement Guidelines Up for Review

A group of US industry associations - the IAB, MMA, and MRC - have issued a draft version of their 'Mobile Application Advertising Measurement Guidelines', in a bid to address concerns about measurement and consumer transparency across apps.

The guidelines are aimed at ensuring both the quality of ad analytics / measurement, and the completeness of disclosures. They include a requirement for clients to run their own counts of mobile app ad impressions, in order to ensure 'reliability, consistency and, ultimately, reduce discrepancies' across measurement models.

Principally applicable to mobile app developers and those using them as a marketing platform, the guidelines can also be applied to third-party measurement organizations in the mobile industry.

Michael Becker (pictured), MD of MMA (the Mobile Marketing Association) explains: 'The industry is clamoring for direction and uniformity when it comes to mobile measurement and disclosures, particularly with in-app ads. 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 new guidelines are available for public comment at: www.mmaglobal.com/mobile-apps-ad-guidelines or www.iab.net/inappguidelines .

The announcement comes on the same day as Nielsen launches an app measurement tool.