The IAB is trying to resolve differences and encourage a common formulation for measuring ad impressions in mobile applications, reacting to the proliferation of ad metrics in mobile. The U.S. arm of the group is leading the effort with help from its U.K. counterpart. "The whole idea of coming up with definitions and guidelines is about finding a consistent point of how ads are being delivered," said Jonathan Mew, IAB U.K.'s director of mobile and operations.

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