The Mobile Application Advertising Measurement Guidelines provide assistance in determining the quality of ad analytics and measurement as well as the completeness of disclosure.

In addition, the guidelines also require client-side counting for mobile application ad impressions, which the associations said would ensure reliability, consistency and reduce discrepancies across measurement models.

The guidelines are mainly applicable to organisations that develop mobile applications and use the platforms as a marketing vehicle to connect with consumers.

“With mobile becoming a key part of brand marketers’ ad buying strategies, it is critical that we establish clearly defined principles for measuring both mobile web and in-ap ads,” said Anne Bager, vice-president and general manager at the IAB’s Mobile Marketing Centre of Excellence.