IAB, MMA release mobile measurement draft

11/10/2010 | Direct Marketing News

The IAB, in partnership with the Mobile Marketing Association, has developed draft "best practice" for mobile ads. The guidelines, for which comments are being solicited until Dec. 10, cover areas such as the different between Web and mobile ad impressions and metrics for ad buying purposes. "The guidelines are a signpost to advertisers that mobile advertising is starting on its path to maturity," said Joe Laszlo, the IAB's research director. Click here to get more on this story from IAB.

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