Tuesday, November 9, 2010
IAB and Mobile Marketing Association Announce “Mobile Web Advertising Measurement Guidelines”

Joint Project Provides Agencies, Marketers and Other Ecosystem Members with Industry-Standard Methodology for Measuring Ad Delivery within Mobile Web Sites

NEW YORK, NY (November 9, 2010) — To standardize key metrics for the mobile interactive industry for the first time ever, the Interactive Advertising Bureau (IAB) and the Mobile Marketing Association (MMA) (mmaglobal.com) today released “Mobile Web Advertising Measurement Guidelines” for public comment. Developed with the assistance of the Media Rating Council, the guidelines will provide a framework to govern how ad impressions are counted on the mobile Web.

“Consumers have brought mobile devices into their daily lives at an astonishing pace,” said Randall Rothenberg, President & CEO, IAB, the industry’s de facto standard setting body for interactive advertising since 1997 which is widely regarded for instituting rigor in the digital media supply chain. “The ‘Mobile Web Advertising Measurement Guidelines’ will give marketers greater assurance that their advertising messages are reaching consumers on these mobile devices and that’s critical for continued growth.”

“These guidelines are a milestone in providing agencies and marketers with the kind of clarity that’s instrumental in the mobile channel’s continued growth,” said Michael Becker, Managing Director for MMA. “Our partnership with the IAB on this important project is the latest example of the MMA’s leadership in providing the mobile ecosystem with industry-standard guidelines and best practices.”

“The guidelines are designed to provide marketers, agencies and mobile providers with an industry-standard methodology for measuring the delivery of ads within a mobile website,” said Cameron Clayton, Senior Vice President of mobile and digital applications at The Weather Channel, co-chair of the IAB Mobile Advertising Committee and member of the Board of Directors of the MMA. “By adopting these guidelines, publishers and ad servers will all count impressions in a consistent, rigorous way, helping assure marketers and agencies that they are getting what they pay for when they purchase mobile Web advertising.”

The objectives of the “Mobile Web Advertising Measurement Guidelines” include:

  • Defining the mobile Web ad impression
  • Creating a common definition and methodology that will become widely adopted in the U.S. and globally for counting mobile Web ad impressions
  • Encouraging U.S. mobile Web ad servers to have their impression counts audited by an independent third party
  • Distinguishing between the established IAB Web ad impression and the mobile Web ad impression, and when each metric is appropriate
  • Providing marketers and agencies with greater clarity and certainty (via the auditing process) that key metrics used for buying mobile Web ads are methodologically sound and meet the highest standards available to the media industry
  • Reducing levels of discrepancies and spurring the industry’s growth by offering Internet publishers and ad servers a consistent, rigorous way to count the delivery of ad impressions

“The Mobile Web Advertising Measurement Guidelines will provide mobile advertisers with a clear way to count ad impressions and quantify the value of their investment in mobile advertising,” said George Ivie, Executive Director and CEO of the MRC. “This important collaboration between the IAB and the MMA provides the market with a valuable tool and I applaud their effort.”

These guidelines are related to, but distinct from, the IAB’s pioneering “Interactive Audience Measurement and Advertising Campaign Reporting and Audit Guidelines” released in 2005, which established the impression as the standard ad currency on the PC-based Internet.

Members of the industry—advertising agencies, advertisers, online publishers and technology vendors—are encouraged to read the proposed guidelines and submit comments.

For IAB members, the guidelines can be reviewed and comments submitted at
http://www.iab.net/mobilewebmeasurementguidelines

For MMA members, the guidelines can be reviewed at
http://mmaglobal.com/MobileWebMeasurementGuidelines.pdf and comments can be submitted via email at [email protected].

The public comment period for the guidelines will remain open until Friday, December 10.

About the IAB Mobile Advertising Committee
The Mobile Advertising Committee of the IAB is comprised of over 140 member companies dedicated to helping develop and expand the mobile space as a viable advertising platform. The committee works to educate marketers and agencies on the strength of mobile advertising as a marketing vehicle. A full list of Committee member companies can be found at: http://www.iab.net/mobile_advertising_committee

About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 460 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin America (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches. For more information, please visit www.mma.com.

For the IAB
Marla Aaron
Director, Marketing Communications
212.380.4714
[email protected]

For the MMA
Valerie Christopherson
Global Results Comm. (GRC)
P: +1 949 608 0276
E: [email protected]