Publishers can now request an audit for their app traffic to evaluate how many users are visiting a website driven from an app, in comparison to those who simply go straight to a site.

ABC says that the new metrics followed conversations with media owners and buyers, who had asked for greater transparency on brand reach and market engagement.

Media owners can either display their figures on a Web Traffic Certificate, which enables them to report app traffic alongside other online website traffic, or on a separate Certificate solely showing App Traffic.

Additionally, data reported on the Certificate of App traffic can be included within a Group Product Report, which allows publishers to showcase their brand performance across a range of media channels.

MEC Opinion:

Whereas before, apps may have been something discussed as an 'add on' to an existing campaign, it is clear now that they are becoming an integral part of the wider marketing mix and as a result, advertisers and agencies alike are eager to quantify their success more accurately. MEC welcomes the introduction of this new metrics as it demonstrates that apps are now a technology that can no longer be ignored.