7/12/2013

The Interactive Advertising Bureau released finalized guidelines for measuring mobile application ad impressions, including a requirement for only client-side counting of ad impressions and additional guidance on how often apps can auto-refresh the ads they display. "Now that there is clear and specific industry measurement guidance in place, both buyers and sellers of mobile advertising will have enhanced confidence that the performance and effectiveness of campaigns can be consistently and accurately measured," said George W. Ivie, CEO of the Media Rating Council, which collaborated in the effort.

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