Mobile Ad Measurement Rules Finalized

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By: Mark Walsh | MediaPost

The Interactive Advertising Bureau and Mobile Marketing Association (MMA) on Thursday issued final measurement guidelines for mobile application and mobile Web advertising in conjunction with the Media Rating Council (MRC).

Drafted by the MRC, the new and updated guidelines received input from dozens of IAB and MMA members and are aimed at streamlining the mobile advertising process while eliminating inaccuracies that could hamper the industry’s growth.

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