understanding the new iab mma mobile web ad measurement guidelines
DESCRIPTION
In February 2011, the IAB and the MMA jointly released the mobile web ad measurement guidelines, establishing standard definitions and methodology for counting ad impressions on the mobile Web. Positioned as a giant step forward for the mobile advertising industry, the guidelines will help create more confidence in the metrics that make the market run. This Webinar, included speakers from the MMA, IAB, and MRC, and helped to explain what the guidelines cover, and allowed for numerout attendee questions. It will also feature a brief roundtable discussion with a group of auditors, explaining the process and procedures behind third party audits against these guidelines. Speakers: Joe Laszlo, Deputy Director, Mobile Marketing Center of Excellence, IAB Leo Scullin, Industry Initiatives, Mobile Marketing Association George Ivie, CEO and Executive Director, Media Rating CouncilTRANSCRIPT
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
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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: [email protected]
David Gunzerath: [email protected]
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 [email protected] 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.