IAB Mobile Web Advertising Measurement Guidelines

Recommended Mobile Web Advertising Measurement guidelines from the Interactive Advertising Bureau (IAB). Available for free download in pdf format.

An overview, from the website:

These guidelines follow the general principles established by the Interactive Audience Measurement and Advertising Campaign Reporting and Audit Guidelines issued by the IAB for web impression measurement. However, this document has been authored with a specific focus on the unique attributes of mobile web advertising. Thus, while many portions of this document are similar to the existing IAB guidelines, specific guidance in certain other areas will differ in due to technical differences inherent in the mobile web environment.

These guidelines cover measurement of WAP/mobile web advertising activity. Measurement of other forms of mobile advertising activity, including messaging applications (SMS and MMS), mobile applications, and various forms of mobile audio and video (including streamed, downloaded, broadcast and progressive audio and/or video), is not within the scope of these guidelines.

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