IAB and Mobile Marketing Association Announce "Mobile Web Advertising Measurement Guidelines"

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

IAB News Release, 11/9/10

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

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) (www.mma.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.

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