MMA offers new guidelines for mobile ad metrics

11/19/2012 | MediaPost Communications

MMA, working with the Media Rating Council and IAB, has rolled out new guidelines to help brands and publishers measure the reach and effectiveness of mobile advertising. The guidelines aim to improve consistency between measures of mobile ad impressions. "Our objective is to ensure that mobile remains a valued component of the marketing mix with clear, actionable guidelines in place," said MMA's Michael Becker.

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