• 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 in turn 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. This will enable advertisers to obtain information about impressions that are actually viewable by online consumers, rather than those that have been served, whether seen or not.

The second step of the solution will feature a gross ratings point metric that will report on the reach and frequency of the viewable impressions by audience demographics. Pilot tests will commence by early 2012, and timing to generate final solutions will be announced soon after.

The rest of the five principles to guide digital measurement: 3. Implement a classification system and taxonomy for banner, rich media and streaming video ads; 4. Define, standardize and accredit metrics for view-through reporting and cumulative social activity; and 5. Establish standards and vendor accreditation to improve the methodology for online brand attitudinal studies.--Karlene Lukovitz