Associations Float New Ad Measurement Guidelines

In the US, the Media Rating Council (MRC), Interactive Advertising Bureau (IAB) and Mobile Marketing Association (MMA) have released for public comment 'major overhauls' to their Mobile In-App Measurement and Mobile Web Measurement guidelines.

The revised guidelines will shift both mobile in-app and mobile web from a 'count-on-download' minimum to a 'count-on-begin-to-render' ad impression measurement minimum. References to 'served' impressions have been removed from the proposed guidelines, and replaced with the concept of counting event-driven impressions, which the associations say has a greater potential for an 'opportunity-to-see' by an end user.

In addition, the IAB and MRC, with the assistance of the IAB Tech Lab, have introduced a proposed revision to the Desktop Display Served Impression guideline, which moves desktop digital ad measurement away from a minimum of 'count-on-ad-insertion' approach to a 'count-on-begin-to-render' model. The public comment period for all three guidelines (which are available for download at www.mediaratingcouncil.org and http://tinyurl.com/zsx6ocf) will remain open until February 1st, 2017, and comments can be e-mailed to Ron Pinelli at rpinelli@mediaratingcouncil.org .

George Ivie (pictured), Executive Director and CEO of the MRC, comments: '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'.

Web sites: www.iab.com , www.mediaratingcouncil.org and www.mmaglobal.com .