Draft Revisions to Measure Mobile Web, In-App Advertising Released for Public Comment

Proposed draft revisions to guidelines designed to improve measurement of mobile web and in-app advertising were released Tuesday for comment by Feb. 1, said the Interactive Advertising Bureau (IAB), Media Rating Council (MRC) and Mobile Marketing Association in a joint news release. Among the changes, "References to 'served' impressions have been removed from the proposed guidelines, substituting for them with the concept of counting event-driven impressions which have a greater potential for an 'opportunity-to-see' by an end user." Separately, a proposed revision to the guidelines for desktop display served impressions was introduced that will align mobile and desktop measurement closer to digital video measurement. “These updates will be critical in delivering the efficiencies that marketers and agencies seek from digital campaigns," said IAB Senior Vice President-Mobile and Video Anna Bager. "They move measurement to more closely align with other measurement metrics, such as viewable impressions -- providing an avenue to more cohesive cross-platform measurement.” MRC will consider the input and make any necessary changes. Documents then will be shared with IAB and others for a final review.