• September 19, 2011

The just-completed first phase of the Making Measurement Make Sense (3MS) initiative has resulted in a five-part digital marketing measurement framework. 3MS is a joint project by the Association of National Advertisers, Interactive Advertising Bureau and American Association of Advertising Agencies.

The initiative's mission is providing clear direction for pilot tests and implementation timelines, which will guide the creation of a cross-platform "currency" and enable cross-platform comparability. The cornerstone of this framework/first measurement principle is to move from a "served" impression standard to a "viewable" impression standard, enabling advertisers to obtain information about impressions that are actually viewable by online consumers, rather than those that have been served, whether seen or unseen. --Karlene Lukovitz