Mobile apps rule the world, which is why the in-app advertising market is forecast to top $100 billion this year. But there’s a big hurdle to clear for the industry to unlock all that spending: Standards for in-app ad measurement. Why standards? Because brands and agencies need to measure their buys across all screens — and right now, app developers and mobile ad platforms have a complex web of operating systems and ad formats to navigate to deliver those metrics. In-app ad measurement should be simple, so in this session, a coalition of companies backed the IAB will share the roadmap for in-app measurement standards that will power mobile’s next growth engine.
Session Category : Barcelona 2017