Understanding the New IAB MMA Mobile Web Ad Measurement Guidelines

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 Upp2

IAB’s Mobile Marketing Center ofExcellence• 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/mmcoep3

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 MMAs 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/newyorkcity2011p4

Overview of the Guidelinesp5

IAB MMA Mobile Web AdMeasurement Guidelines Media Rating CouncilIAB, 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.

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

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: WebImpressions  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 MeasurementGuidelines: 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 MeasurementGuidelines: 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 MeasurementGuidelines: 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 MeasurementGuidelines: 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 MeasurementGuidelines: 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 MeasurementGuidelines: 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.

Thank YouContact Information:Media Rating Council420 Lexington Avenue, Suite 343New York, NY 10170Phone: 212-972-0300George Ivie: givie@mediaratingcouncil.orgDavid Gunzerath: dgunzerath@mediaratingcouncil.org

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, PwCp 22

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, NYCp 23

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

Understanding the New IAB MMA Mobile Web Ad Measurement Guidelines

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Understanding the New IAB MMA Mobile Web Ad Measurement Guidelines Presentation Transcript