IAB, MMA collaborate on industry standards for measuring mobile Web ad delivery

To standardize key metrics for the mobile interactive industry, the Interactive Advertising Bureau and the Mobile Marketing Association have 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.

Please click here to view the guidelines

Mobile audience metrics from ABC Interactive

The Audit Bureau of Circulations’ recent partnership with Spreed Inc. is yet another indication that audience metrics are helping publishers take mobile advertising to the next level.

The Audit Bureau of Circulations’ interactive unit, ABCi, is teaming with Toronto-based Spreed to provide independently audited mobile usage data generated from smart phones, ereaders and mobile browsers. The announcement follows ABCi’s recent review of Spreed’s mobile application platform, confirming it meets the necessary prerequisites as part of the ABCi audit process.

"As the mobile advertising market continues to grow in the U.S. and Canada, we are receiving more interest in verified mobile metrics from our members,” said Kammi Altig, manager of communications at ACBi, Arlington Heights, IL.