Mobile ad impression rules are released by MMA

The Mobile Marketing Association released finalized guidelines for measuring mobile application ad impressions including a requirement for counting only client-side totals for ad impressions and additional guidance on how often apps can auto-refresh the ads it displays. "Now that there is clear and specific industry measurement guidance in place, both buyers and sellers of mobile advertising will have enhanced confidence that the performance and effectiveness of campaigns can be consistently and accurately measured," said George Ivie, CEO of the Media Rating Council, which also collaborated.

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