IAB, MRC release augmented reality measurement guidelines

The IAB and MRC have released guidelines for measuring AR ad campaigns, opening them for public comment.

The Interactive Advertising Bureau and the Media Rating Council have issued guidelines designed to establish consistent terminology and metrics for ads served with augmented reality campaigns. The guidelines should help marketers and advertisers quantify delivery of ads and gauge performance.

The guidelines take account of both interactive and immersive AR formats, recognizing that users can engage in both virtual and physical interactions with products.

“The augmented reality advertising market is projected to generate $ 1.2 billion in revenue in the U.S. this year,” said Zoe Soon, VP at the IAB Experience Center in a release. “Thus, as an industry, we need to establish a greater consistency on how we define and measure AR advertising to foster fairness and transparency for buyers and sellers.”

The guidelines are subject to public review and comment until March 9, 2024.

Why we care. With the AR ad market growing at the rate projected, an early attempt to make clear what deliverability, viewability, engagement and performance mean can only be welcome. The IAB has already tackled in-game advertising. As indicated, AR presents a more complex scenario as users of AR can interact with the physical world as well as the virtual augmentation. The guidelines do not cover fully immersive virtual reality experiences.

Detailed guidelines. The guidelines consitute a substantial discussion of metrics, including:

  • Impressions.
  • Viewability.
  • Invalid traffic.
  • User attribution and audience.
  • Performance.

They also discuss auditing, general reporting and disclosure (transparency of methods used for all the above).

The post IAB, MRC release augmented reality measurement guidelines appeared first on MarTech.


About the author

Kim Davis


Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.

Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.