Understanding the New IAB MMA Mobile Web Ad Measurement Guidelines
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The document outlines the agenda for the IAB and MMA mobile web ad measurement guidelines webinar, focusing on the importance of standardized measurement practices in mobile advertising. It details the roles of various organizations, including MRC, in establishing these guidelines, which aim to ensure consistency, accuracy, and trust in mobile ad measurement. The guidelines specify criteria for counting mobile web ad impressions while advocating for client-side counting and encouraging auditing for compliance.
Understanding the New IAB MMA Mobile Web Ad Measurement Guidelines
- 1. IAB MMA Mobile Web Ad Measurement Guidelines
- 2. Agenda • Welcome: Joe Laszlo, IAB and Leo Scullin, MMA • Overview of the Guidelines: George Ivie and David Gunzerath, Media Rating Council (MRC) • Panel Discussion: Media Measurement Audits 101 • Joe and Leo, Moderators • Joe Bailey, Ernst and Young • Danielle Ritter, PwC • Dick Bennett, IMServices • Questions • Wrap Up p2
- 3. IAB’s Mobile Marketing Center of Excellence • Think of the MMCoE as a trade association within the trade association • Goal: Drive growth of the mobile advertising marketplace and of our members’ share of mobile spend • Launched in December, two full-time IAB staff • Separate MMCoE Board of Directors, which reports to overall IAB Board • Mobile provides a chance to do interactive media RIGHT, with hindsight from Webs 1.0 and 2.0 • www.iab.net/mmcoe p3
- 4. Mobile Marketing Association • The Mobile Marketing Association (MMA) is the premier global non- profit trade association representing all players in the mobile marketing value chain. – The MMA's primary focus is to establish mobile as an indispensible part of the marketing mix for brand marketers worldwide. – 700+ member companies with global focus, regional actions and local relevance. – MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. – Based in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM), and Asic Pacific (APAC) branches. • MMA Forum in New York City June 15-17 (The Waldorf-Astoria) – “Consumers are Mobile: Is Your Brand?” – Great speakers, panels, workshops and networking – Mobile Experience Lab – The Pitch – http://forum.mmaglobal.com/newyorkcity2011 p4
- 5. Overview of the Guidelines p5
- 6. IAB MMA Mobile Web Ad Measurement Guidelines Media Rating Council IAB, MMA, & MRC Joint Webinar May 4, 2011
- 7. Agenda Background Importance of guidelines MRC’s role IAB’s and MMA’s roles Core principles of online measurement Mobile Web Ad Measurement Guidelines Overview Next Steps 7
- 8. Industry Standards are Critical Stop Relying on “Custom Criteria” Consistency Accuracy Enhanced Trust 8
- 9. General Benefits To establish a common vocabulary for the industry. As a guide to measurement methodology best practices. To help better educate users of measurement data. Set direction for future practices. To encourage full disclosure. As an auditing framework, for companies that choose to have their measurement methodologies audited. 9
- 10. MRC Mission Statement To secure for the media industry and related users audience measurement services that are valid, reliable and effective; Set Standards; and Conduct audits to verify compliance with Standards.
- 11. MRC Areas of Focus •Users vs. Computers •Cookie Deletion •Client Side Counting, Tagging Ad-Centric or •Auto-Refresh Site-Centric •Filtration Procedures •Internal Traffic (Census) •In-Session Gaps •New Types of Usage, WAP/Mobile, etc. •International Traffic •Panel Representation •Meter Coverage •Capturing All Access Locations User-Centric •Metering All Computers of Panelists •Initial Demo Data Collection (Panel) •User In-Session Identification •Sample Sizes, Standard Errors •Compliance and Non-Response •Operational Robustness •Internal Controls Common •Editing, Calibration, Weighting •Transparent Methodology
- 12. MMA & IAB Participation Vital MMA: Global member base; participation of a wide array of mobile operators IAB: Longstanding history of establishing measurement guidelines in partnership with MRC; precedent-setting Web guidelines
- 13. Core Principles: Web Impressions Client-initiated Counting Rejection of server-side counting Adoption of beacon (and 302, etc.) at client side (as close as possible to final delivery) Robot and Spider Filtration Creation of IAB/ABCe international spiders & robots list Behavioral filtration guidelines were specified Caching HTTP header controls and random number assignments Internal Traffic IT and .com employees are focus Segregation, if material Disclosures Goal is transparency Description of measurement methodology Reporting tool
- 14. Mobile Web Ad Measurement Guidelines: Scope As the name implies, these guidelines are intended to specify how to count impressions on mobile web sites In-app, messaging, audio and video and other kinds of mobile advertising are not covered
- 15. Mobile Web Ad Measurement Guidelines: Applicability Use mobile web ad measurement guidelines for: Ads served from a mobile version of a web site Versions of ads specifically designed to be served to a mobile device or in a mobile web environment An ad impression served by a standard web server in a standard web page should apply the IAB Web Impression Guidelines, even if the ad is viewed via a smartphone.
- 16. Mobile Web Ad Measurement Guidelines: Client-Side Counting Client-side counting is strongly preferred Server-side counting is allowed only in cases when no alternative is available Server-side counting must be prominently disclosed Server-side measurers should commit to a timetable to moving to client-side counting For client-side counting a valid impression may only be counted when an ad counter receives and responds successfully to a request for a tracking asset from a client.
- 17. Mobile Web Ad Measurement Guidelines: Filtration As with the Web Impression Measurement Guidelines, these guidelines require steps to improve the accuracy of counts: Cache-busting Filtration Based on lists of known robots and spiders Based on activity patterns indicating non-human activity
- 18. Mobile Web Ad Measurement Guidelines: Disclosures The guidelines specify recommendations for reporting both time and (when applicable) location The Guidelines also include requirements for a Description of Methodology, a document the measurement firm uses to disclose what it is measuring and how to third parties A sample DOM is included as an appendix to the guidelines document
- 19. Mobile Web Ad Measurement Guidelines: Auditing The guidelines encourage companies that provide ad counts to be audited by independent third parties against these guidelines. Such audits include assessments of both counting methods and processes/controls In the US, all ad-serving applications used in the buying and selling process are recommended to be certified as compliant with these guidelines at minimum annually.
- 20. Next Steps MMA, IAB, and MRC planning an addendum to these guidelines to cover In-App ads We have looked to write guidelines for the measurement of messaging ads in the past, would like to revisit that project We want to make sure buyers and sellers alike know these guidelines exist, and encourage adoption and auditing.
- 21. Thank You Contact Information: Media Rating Council 420 Lexington Avenue, Suite 343 New York, NY 10170 Phone: 212-972-0300 George Ivie: givie@mediaratingcouncil.org David Gunzerath: dgunzerath@mediaratingcouncil.org
- 22. Panel Discussion: Media Measurement Audits: Process and Things to Know • Moderators: – Joe Laszlo, Deputy Director, MMCoE, IAB – Leo Scullin, Global Industry Initiatives, MMA • Panelists – Joe Bailey, Manager, Advisory Services: Media & Entertainment, Ernst & Young – Dick Bennett, CEO, IMServices – Danielle Ritter, Risk Assurance, PwC p 22
- 23. IAB Updates: www.iab.net • Educational Webinars – Bringing Direct Marketing Disciplines to Online Advertising, May 25, Noon EST • Professional Development Classes – On-demand training classes available @ iab.net • Washington, DC Long Tail Alliance Fly In – May 23-24 – Email Corie@iab.net to learn more about participation and sponsorship • Conferences – Networks and Exchanges Marketplace, May 16, NYC – IAB Innovation Days, June 8-9, NYC – Mobile: IAB Marketplace, July 18, NYC – MIXX Conference, Expo, & Awards, October 3-4, NYC p 23
- 24. Q&A Please type your questions into the chat feature on the upper- right corner of your screen. p 24