3MS Initiative completes first phase of digital marketing measurement framework

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New York—The 3MS Initiative, a joint venture of the American Association of Advertising Agencies, the Association of National Advertisers and the Interactive Advertising Bureau, announced completion of the first phase of its digital marketing measurement framework. The 3MS (Making Measurement Make Sense) Initiative is an industrywide effort designed to improve cross-platform measurement through improved digital metrics and standards, particularly focused on supporting brand advertising. The first phase of the initiative focused on development of a five-part framework: Shift from a “served” to a “viewable” impression standard; introduce an online “gross ratings point” metric; implement a classification system for banner, rich media and streaming video ads; define, standardize and accredit metrics for view-through reporting and cumulative social activity; and establish standards and vendor accreditation to improve the methodology for online brand attitudinal studies. The next phase of the initiative will be the introduction of six-month pilot tests with the support of leading marketers, agencies, publishers and ad servers.
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