IAB (Interactive Advertising Bureau), the MRC (Media Rating Council), and the MMA (Mobile Marketing Association), with the expert technical support of the IAB Technology Laboratory, have released major overhauls to the Mobile In-App Measurement Guidelines—changes that will promote improved digital advertising measurement. The revised guidelines shift mobile in-app from a “count-on-download” minimum to a “count-on-begin-to-render” ad impression measurement minimum. References to “served” impressions have been removed from the proposed guidelines, substituting them with the concept of counting event-driven impressions which have a greater potential for an “opportunity-to-see” by an end user.
Scope: Limited to ads displayed in applications on mobile devices. Mobile Web advertising is covered in another document.