The growing adoption of AR advertising lacks standardized measurement practices, which creates challenges such as fragmented data interpretation, inaccurate performance assessment, and limited cross-platform measurement.
To address these challenges and foster industry growth, IAB and MRC have collaborated to release their Augmented Reality (AR) Measurement Guidelines for public comment, with the goal of establishing clear and consistent definitions, and comprehensive measurement guidelines for ads within Augmented Reality campaigns that can be embraced by advertisers and publishers.
These guidelines have been developed by the IAB AR Advertising Measurement Guidelines Task Force, a joint effort between the Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC).
The Augmented Reality (AR) Measurement Guidelines are open for public comment for a 30-day period until March 9th, 2024. Please send any questions or comments to [email protected].
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. There are 42 IABs licensed to operate in nations around the world and one regional IAB, in Europe. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.https://www.iab.com/
