Mobile media needs ‘solid metrics', says IAB
The trade body commissioned Radar Research to review the state of the mobile market, and found huge growth in advertising spend despite measurement shortcomings.
IAB board member and Millennial Media vice president Erin McKelvey said: “If we want to keep the momentum going we need to heed this report’s call to create clearly defined sets of standardised measurements for mobile. With solid metrics at our side, the potential for mobile could be unprecedented.
The full paper is online here.
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1 Comment
Anon
14 years ago
uh... I hate to have to point this out, but they haven't even sorted standardised metrics for online advertising. One step at a time eh guys?
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