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).
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The Augmented Reality (AR) Measurement Guidelines are open for public comment for a 30-day period until March 9th, 2024.
SOURCE: Iab