The Advertising Research Foundation (ARF) announced that the newly formed industry coalition known as the Digital Media Measurement Council will today begin planning an aggressive roadmap aimed at
standardizing certain areas of digital media measurement and laying the groundwork for measuring emerging digital media technologies. The meeting will be chaired by Rande Price, from AOL Time Warner
and co-chaired by Craig Gugel of Optimedia.
The DMMC plans to have the Online Media Audience Measurement Guidelines document completed in early fall. It will also begin working on standard
definitions, meeting the need for reach and frequency systems and other recommendations that will employ the full power of the Internet to audience measurement techniques. In addition, the ARF is also
working to support the IAB's initiatives toward Ad Measurement Guidelines.