Revised Ad Measurement Guidelines for Mobile In-App, Mobile Web, and Desktop Display, and Draft of Digital Video Ad Measurement Guidelines in Public Comment

[IAB Tech Lab]( CONNECT WITH US: [MRC, Joined by IAB Tech Lab and MMA, Announces Releases of Revised Ad Measurement Guidelines for Mobile In-App, Mobile Web, and Desktop Display]( Updates establish “Count on Begin to Render” as a key point for the measurement of a valid ad impression; Draft version of Digital Video Ad Measurement Guidelines also released for 30-day public comment period The Media Rating Council (MRC), along with IAB Tech Lab and MMA, today announced the formal release of overhauls to the IAB/MMA/MRC’s [Mobile In-App Measurement]( and [Mobile Web Measurement Guidelines](. These changes, which were previewed in a public comment period early this year, are now considered final, and update the guidelines to more fully reflect the current measurement and technical environments. In addition, updates to the IAB Guidelines governing [measurement of Desktop Display]( served ad impressions also have been issued. These guidelines updates were completed in a project led by the MRC, in coordination with the IAB (Interactive Advertising Bureau) Technology Laboratory and the MMA (Mobile Marketing Association). The revised guidelines will shift valid ad impression counting to a “count-on-begin-to-render” minimum, which occurs later in the ad serving process than previous guidelines allowed. Accordingly, references to “served” impressions have been removed from these updates. The change better aligns measurement with the counting model in place for viewable impressions, as it sets as a foundation those impressions that have rendered and therefore have the potential to be viewable impressions. In conjunction with the issuance of these updated guidelines, the MRC and IAB Tech Lab also announced the release of an update to the [IAB Digital Video Ad Impression Measurement Guidelines]( for a 30-day public comment period, which ends on November 30th. These guidelines are available for review at [www.mediaratingcouncil.org](. All three guidelines released as final today, as well as the Digital Video Guidelines being released for public comment, are results of a new, routinized process to review and, as necessary, update existing measurement guidelines, which was established as an offshoot of the Making Measurement Make Sense (3MS) initiative. This review process was done in collaboration with the IAB Tech Lab’s Modernizing Measurement Task Force. MRC plans to allow for a one-year grace period after the final releases of these revised guidelines for accredited measurement services to achieve compliance. After this time, the requirements of these will be considered as MRC accreditation criteria. [Read More]( Manage your mailing preferences or unsubscribe [here](. Please send any comments about this email to techlab@iabtechlab.com. © 2017 Interactive Advertising Bureau. All Rights Reserved 116 East 27th Street, 7th Floor, New York, NY 10016 [Informz](