The IAB and its Mobile Marketing Center of Excellence, are charged with driving the growth of mobile marketing, advertising, and media. Under the guidance of a Mobile Board of Directors, we pursue an agenda focused on improving mobile creative, creating a reliable and accountable measurement regime, smoothing supply chain problems, advocating for the industry in Washington DC, and educating buyers and sellers of advertising alike as to how mobile changes consumer behavior.
IAB and its Mobile Center have focused on a number of key initiatives to accelerate growth of the ecosystem. Recent focus areas include:
Mobile Measurement Standards
“Mobile Viewability Guidelines” represented the last step in defining ad impressions. IAB is a key participant in Making Measurement Make Sense (3MS), led by the MRC (Media Rating Council) and including U.S. trade organizations representing advertisers and agencies. 3MS priorities in 2017 include defining digital and cross-media audience currency, developing location-based guidelines, and engagement metrics
Mobile Data & Attribution
Moving Beyond Last-Touch Attribution: Driven by the Data and Mobile Centers, this attribution primer refresh was made to educate on limitations of last-touch and the availability of other models
Mobile Location Data Guide for Publishers: Guidance on questions publishers should ask when evaluating location data providers and considerations publishers should keep in mind when evaluating location data vendors
Mobile and OTT identity guidelines: Development of identity quality guidelines and best practices. IAB Data and Mobile Centers are also working on broader, cross-device audience identity standards and may develop related services
Mobile Creativity that Works
Improving Digital Ad Experiences on Mobile: Whitepaper with leading perspectives on improving user experience
Make Mobile Work: Practical strategies and tactics for marketers and agencies to connect effectively with their consumers on mobile devices
Mobile Thought Leadership
VR Market Snapshot: Key market takeaways, lessons learned, and future plans in the emerging field of VR
Mobile Policy and Advocacy
Focus on U.S. and European policy issues impacting the mobile ecosystem, including Federal Communications Commission (FCC) privacy regulations, Congressional geo-location bills, Federal Trade Commission (FTC) panels on mobile privacy, and new ePrivacy regulations in Europe
For more information on how to get involved, please contact [email protected].