Today the IAB Mobile Center published a new piece in IAB’s Digital Simplified series that examines Mobile Ad Engagement Metrics. This piece builds on the groundbreaking “Defining and Measuring Digital Ad Engagement in a Cross-Platform World,” released in February 2014 as part of Making Measurement Make Sense. As indicated by the title, this engagement framework document is extremely mobile and cross-screen relevant. IAB’s Mobile Measurement Task Force created this Digital Simplified to highlight and reinforce a few additional metrics, as well as to indicate a couple of ways that measuring engagement on smartphones and tablets diverges from the desktop. These two documents will help bring order and clarity to ongoing industry conversations about capturing and understanding consumer engagement with ads on mobile screens.
