updated 04:06 pm EDT, Thu May 23, 2013
MRC 'favorably impressed' by metrics available to advertisers
The Media Ratings Council has awarded full accreditation to Apple's iAd, the first mobile ad platform to achieve that status, says Advertising Age. The accreditation reflects iAd's compliance with standards set by the Interactive Advertising Bureau and the Mobile Marketing Association. That includes accurate reporting of data such as taps, visits, views, impressions, conversations, and average time spent.
"We were favorably impressed with the range of metrics that iAd provides and their quality," an MRC executive is quoted as saying. "It gives the buy and the sell side confidence that the measurements are accurate and can be relied upon as currency."
MRC accreditation is an expensive prospect, costing $100,000. Only a relatively small group of ad networks are currently trying for it, including Google's DoubleClick. For Apple the approval may be important in convincing more advertisers to accept iAd, which has been problematic since the network's launch in 2010. Apple originally demanded a $1 million minimum buy, but tepid response led the company to cut the minimum to $500,000, $300,000, and eventually $100,000. It even boosted the developer revenue slice from 60 percent to 70. Since then, Apple hasn't talked much publicly about iAd's performance.