Nov 19 2008
Movement Towards Standardization of Mobile Ad Currency
The Mobile Marketing Association (“MMA”), a non-profit industry trade group, recently announced the publication of a set of revised Global Mobile Measurement Ad Currency Definitions for the measurement of mobile media advertising currency, including: Ad Impression, Streaming Video Advertising, Rich Media Ad Impression and Click Measurement. The MMA does not intend for these “definitions”, which read more as contextual recommendations for how to assess mobile ad currency, to serve as a set of guidelines for mobile ad counting, but expects them to serve as the foundation and basis for discussion for subsequent mobile ad guideline development. The definitions were developed in close collaboration with the Media Rating Counsel (a non-profit association made up of leading television, radio, print and Internet companies), as well as ADObjects Inc., Amobee Media Systems, AOL LLC, DoubleClick, iO global limited, Isobar, Microsoft, The Coca-Cola Company and Yahoo! Continue Reading »
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