With mobile commerce numbers constantly on the rise, more and more advertisers and publishers are looking to crossover into the relatively knew and unknown mobile ad space. But while mobile statistics look impressive on paper, the ad space has proven inherently challenging due to the difficulty of tracking clicks and conversions.
In fact, studies have shown that because of the variety of counting methodologies that are being used, there are massive data discrepancies that are well above the 15% “industry comfort zone,” making it virtually impossible for advertisers to get an accurate ROI representation. However, the IAB/MMA/MRC mobile guidelines have provided this budding industry with a new set of guidelines and a clear course of action for remedying this problem, and the third-party ad serving and rich media platform Medialets has recently applied for Media Rating Council (MRC) accreditation. On top of its application for accreditation, Medialets is also currently being audited by the MRC for its compliance with the IAB/MMA/MRC Mobile Web and Mobile Application Advertising Measurement Guidelines.
When asked about Medialets’ recent moves within the mobile space, the company’s COO Richy Glassberg told TheMail,
“The lack of standards in mobile measurement causes significant complexity in mobile advertising. The IAB/MMA/MRC Mobile Measurement Guidelines provide the industry with much-needed best practices to address this source of frustration and ultimately pave the way for greater ad spend in mobile. The fact that Medialets is the first third-party mobile ad server entering into the rigorous MRC accreditation process demonstrates our industry-leading commitment to enable easier and more effective mobile advertising. We’re excited about the move and, even more importantly, our agency-customers are as well.”
Medialets’ application for MRC accreditation is a positive step in the pursuit of success within the mobile advertising sector and will undoubtedly be a trendsetting move for businesses who are looking to get into the mobile ad space as well.
According to the company’s latest press release, “Agency response to our move for accreditation has been overwhelmingly positive; it’s evident that better measurement is critical to the growth of mobile advertising. As a company whose mission it is to enable effective and efficient mobile advertising at scale, we’re pleased to be the first third-party ad server to begin the process for the IAB/MMA/MRC guidelines.”
Murray Newlands is an online marketing industry veteran, and the founder of TheMail.