At the IAB annual: Tackling the measurement challenge

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La Quinta, Calif.—Three leading advertising trade groups have banded together on a broad initiative to address the challenges surrounding digital metrics and cross-platform measurement.

The American Association of Advertising Agencies, Association of National Advertisers and Interactive Advertising Bureau announced the launch of the "Make Measurement Make Sense" initiative Monday at the IAB's fourth Annual Leadership Meeting here. The groups have engaged management consultancy Bain & Co. and strategic advisory firm MediaLink to work on the project. The aim is three part: 1) Define standard metrics and measurement systems to simplify the planning, buying and evaluation of digital media; 2) Drive industry consensus on those definitions; and 3) Establish an ongoing measurement governing body.

"It's a process that will create an efficient supply chain," Sherrill Mane, IAB senior VP-industry services, said at the news conference announcing the initiative. "The supply chain is now messy."

ANA President-CEO Bob Liodice, said, "The current state where we are isn't working. The impression isn't cutting the mustard."

Michael Donahue, exec VP of the 4A's, said the need to tackle measurement issues had intensified with the rapid growth of mobile and online video. "This initiative has a bias to action, not a bias to reflection," he said.

Liodice said it should take six to eight months "to come up with something concrete."

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