IAB, MRC DRAFT PRELIMINARY AR MEASUREMENT GUIDELINES FOR ADVERTISERS

Summary from the TLDR Marketing newsletter

The Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) unveiled a proposed set of guidelines to give advertisers more clear and consistent metrics for their augmented reality (AR) efforts. The guidelines, which are open for public comment through March 9, set a framework for clear and consistent definitions for AR ad delivery, viewability, audience, engagement, and performance. The AR advertising market is projected to generate $1.2 billion in revenue in the U.S. in 2024.