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 Council

1. IAB MMA Mobile Web Ad Measurement
Guidelines

2. 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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3. 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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4. 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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5. Overview of the Guidelines
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6. IAB MMA Mobile Web Ad
Measurement Guidelines
Media Rating Council
IAB, MMA, & MRC Joint Webinar
May 4, 2011

7. 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
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8. Industry Standards are Critical
 Stop Relying on “Custom Criteria”
 Consistency
 Accuracy
 Enhanced Trust
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9. 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.
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10. 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.

11. MRC Areas of Focus
•Users vs. Computers
•Cookie Deletion
•Client Side Counting, Tagging
Ad-Centric or •Auto-Refresh
Site-Centric •Filtration Procedures
•Internal Traffic
(Census) •In-Session Gaps
•New Types of Usage, WAP/Mobile, etc.
•International Traffic
•Panel Representation
•Meter Coverage
•Capturing All Access Locations
User-Centric •Metering All Computers of Panelists
•Initial Demo Data Collection
(Panel) •User In-Session Identification
•Sample Sizes, Standard Errors
•Compliance and Non-Response
•Operational Robustness
•Internal Controls
Common •Editing, Calibration, Weighting
•Transparent Methodology

12. 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

13. 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

14. 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

15. 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.

16. 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.

17. 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

18. 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

19. 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.

20. 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.

21. Thank You
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

22. 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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23. 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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24. Q&A
Please type your questions into
the chat feature on the upper-
right corner of your screen.
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