MRC Chief: Mobile Metrics Standards Are a Long Way Off

To get a handle on the hard-to-track and evolving channel, George Ivie needs more help (and more data) from marketers.


“The IAB wanted to give us an hour to talk about mobile measurement, but we can do it in 15 minutes,” said Medialets COO Richy Glassberg from the stage of the Interactive Advertising Bureau’s mobile conference in New York today. It’s not that there wasn’t plenty to talk about concerning mobile’s growing role as what another panelist called the “flywheel” of multichannel marketing. It’s that there was too much to talk about and too little data to back any of it up.

Glassberg was conducting a live interview of Media Rating Council CEO George Ivie (above), who spent part of his time on-stage recruiting agencies and marketers to work with his group to further the cause of mobile metrics.