IAB, MMA release rules for counting mobile ad impressions

07/11/2013 | MediaPost Communications · BtoB Magazine

The Interactive Advertising Bureau and the Mobile Marketing Association released finalized guidelines for measuring mobile application ad impressions, including a requirement for only client-side counting of ad impressions and additional guidance on how often apps can auto-refresh the ads they display. "Now that there is clear and specific industry measurement guidance in place, both buyers and sellers of mobile advertising will have enhanced confidence that the performance and effectiveness of campaigns can be consistently and accurately measured," said George W. Ivie, CEO of the Media Rating Council, which also collaborated in the effort.

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MediaPost Communications · BtoB Magazine

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