Tuesday, December 20, 2011

Five Principles for 3MS: Making Measurement Make Sense Initiative

Net News Click looks at the initiative that starts January 1, 2012, to begin a standardization of metrics across the web and other platforms to make measurement make sense.  The coalition between the Interactive Marketing Bureau, the Association of National Advertisers, and the American Association of Advertising Agencies began outlining goals and principles to begin testing in the first six months of 2012.

In an initiative to make metrics across all platforms make sense:
1. Move toward a standard of “viewable impressions” rather than the served impressions currently counted to measure traffic.
2. Online advertising to move to a currency based on audience impressions, not gross ad impressions.
3. Creation of a transparent classification system to mitigate the myriad ad types found in online media as opposed to traditional media.
4. Acknowledge an industry inundated in digital interaction metrics, many of which are irrelevant to brand marketers. It calls for identifying and defining metrics most valuable to brand marketers and defining and implementing reliable standards for the existing metrics.
5. Making digital measurement increasingly comparable and integrated with other media. Doing so would facilitate cross-media platform planning, buying and evaluation, all of which is presently encumbered by digital’s stubborn exceptionalities.

This will benefit both the buy and sell sides of those who rely on the metrics to make their decisions.  Read more about the initiative here.

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