MRC, Joined by IAB Tech Lab and MMA, Announces Releases of Revised Ad Measurement Guidelines for Mobile In-App, Mobile Web, and Desktop Display

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New York, NY (October 31, 2017): The Media Rating Council (MRC), along with IAB Tech Lab and MMA, today announced the formal release of overhauls to the IAB/MMA/MRC’s Mobile In-App Measurement and Mobile Web Measurement Guidelines. These changes, which were previewed in a public comment period early this year, are now considered final, and update the guidelines to more fully reflect the current measurement and technical environments.

In addition, updates to the IAB Guidelines governing measurement of Desktop Display served ad impressions also have been issued.

These guidelines updates were completed in a project led by the MRC, in coordination with the IAB (Interactive Advertising Bureau) Technology Laboratory and the MMA (Mobile Marketing Association).

The revised guidelines will shift valid ad impression counting to a “count-on-begin-to-render” minimum, which occurs later in the ad serving process than previous guidelines allowed. Accordingly, references to “served” impressions have been removed from these updates. The change better aligns measurement with the counting model in place for viewable impressions, as it sets as a foundation those impressions that have rendered and therefore have the potential to be viewable impressions.

 In conjunction with the issuance of these updated guidelines, the MRC and IAB Tech Lab also announced the release of an update to the IAB Digital Video Ad Impression Measurement Guidelines for a 30-day public comment period, which ends on November 30th. These guidelines are available for review at Download Full Press Release