A taskforce of members of the IAB’s mobile advertising committee and the MMA’s measurement committee met for more than a year to develop the guidelines, which define mobile web impressions and create a common methodology for counting them.

The guidelines aim to provide marketers and agencies with greater clarity about the key metrics used for buying ads while reducing levels of discrepancies in the industry.

MMA president Greg Stuart said: “More than anything, the guidelines demonstrate the mobile industry’s commitment to its marketing partners to create a transparent and consistent business environment for buying and selling ads. Brands and their agencies will be further encouraged to devote resources towards marketing campaigns unique to the mobile web – reaching customers at a critical time in the purchase cycle.”

Click here to read the Mobile Web Advertising Measurement Guidelines in full.

The guidelines were published in the same week that the IAB, along with ad trade groups the Association of National Advertisers and the American Association of Advertising Agencies committed to developing a standardised currency for measuring digital media performance.