MMA revises Mobile Measurement Ad Currency Definitions

Non-profit industry trade group the Mobile Marketing Association announced the publication of its revised Global Mobile Measurement Ad Currency Definitions, instituted to create consistent metrics and measurement across the industry and to serve as the foundation for subsequent mobile ad guideline development. Created by the MMA Measurement Committee in collaboration with the Media Rating Council, the ad currency definitions use the Interactive Audience Bureau's Interactive Audience Measurement and Advertising Campaign Reporting and Audit Guidelines as a basis to address four major concerns: Ad Impressions, Streaming Video Advertising, Rich Media Ad Impression and Click Measurement. The MMA adds the currency definitions include participation from MMA Measurement Committee member companies ADObjects Inc, Amobee Media Systems, AOL, O global limited, Isobar, Media Rating Council, Microsoft, The Coca-Cola Company and Yahoo. The MMA Mobile Measurement Ad Currency Definitions are available for download here.

For more on the MMA Mobile Measurement Ad Currency Definitions:
- read this release

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