IAB MMA Mobile Web Ad Measurement

Guidelines

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

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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

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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

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Overview of the Guidelines

p 5

IAB MMA Mobile Web Ad Measurement Guidelines

Media Rating Council

IAB, MMA, & MRC Joint Webinar May 4, 2011

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

Industry Standards are Critical

Stop Relying on “Custom Criteria”

Consistency

Accuracy

Enhanced Trust

8

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

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.

•Users vs. Computers

•Cookie Deletion

•Client Side Counting, Tagging

•Auto-Refresh

•Filtration Procedures

•Internal Traffic

•In-Session Gaps

•New Types of Usage, WAP/Mobile, etc.

•International Traffic

Ad-Centric or

Site-Centric

(Census)

•Panel Representation

•Meter Coverage

•Capturing All Access Locations

•Metering All Computers of Panelists

•Initial Demo Data Collection

•User In-Session Identification

•Sample Sizes, Standard Errors

•Compliance and Non-Response

User-Centric

(Panel)

•Operational Robustness

•Internal Controls

•Editing, Calibration, Weighting

•Transparent MethodologyCommon

MRC Areas of Focus

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

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

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

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.

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.

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

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

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.

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.

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

Thank You

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

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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

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Q&A

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Please type your questions into

the chat feature on the upper-

right corner of your screen.