MMA crafts mobile in-app ad measurement guidance for China

MMA China has set up MMA China’s Mobile Application Advertising API Measurement Guidelines, specifically developed for the China market. With support and guidance of the Mobile Marketing Association (MMA Global), these guidelines and measurement solutions were developed through MMA China’s Mobile Ad Standards and Measurement Guidelines Committee members. The committee represents the broad mobile marketing ecosystem, including brands, agencies, mobile ad platforms, publishers and third party ad measurement service providers.

Specific only to the market in China, this set of guidelines is intended to cover measurement of mobile in-app advertising activities through API solutions. To maintain consistency, these guidelines are built on the basic premise of Client Side Counting (CSC), which is required by the MMA Global and the Media Rating Council (MRC) based in the United States.

These guidelines are intended to accelerate the further development of advertising on mobile by:
• Unifying the measurement metrics of mobile application advertising
• Establishing a detailed set of methods and common practices for data transfers
• Offering more accurate ad performance measurement

MMA China is hoping that these standards and guidelines will be adopted by all major third party ad measurement service providers, mainstream mobile ad platforms and major publishers in China.

“As the world’s largest smart phone market with more than 500 million mobile internet users, mobile advertising in China is experiencing rapid growth. We applaud the MMA China Local Council for their leadership in developing these standards and are very happy to work collaboratively with them to drive the growth of mobile marketing in China. MMA China has set a great example for the other local councils of the MMA,” said Rohit Dadwal, Managing Director of MMA Asia Pacific Limited.

“We’re very glad that MMA China’s Mobile Application Advertising API Measurement Guidelines have finally come true. It would standardise China’s mobile advertising market in the long term and help it grow and expand steadily and healthily,” added KF Lee, Co-Chair of MMA China.

“We thank MMA Global and MMA China’s Mobile Ad Standards and Measurement Guidelines Committee members for their support. With a specific set of industry guidelines in place, all stakeholders in the sector will have enhanced confidence in measuring the performance of mobile in-app ads,” said Joshua Maa, Co-founder of MMA China and Chairman of MMA China Mobile Ad Standards and Measurement Guidelines Committee.

Via Digital Market Asia

Copenhagen INK

Lars is Google’s Head of Marketing across Singapore, Malaysia, Pakistan, Bangladesh and Sri Lanka. With nearly two decades of international experience in the Internet and media industry, his passion lies at the intersection of technology and marketing. His career spans across the globe - from Europe to the emerging markets in Asia - from early stage start-ups to large organizations, providing him with an in-depth understanding of marketing, sales and business development across cultures and industries. In his current role he is responsible for local B2B and B2C brand and product marketing across all Google and Youtube services and devices.

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