Three key ad industry associations – The Associations of National Advertisers, the Interactive Advertising Bureau and the 4A's – this week released their Guiding Principles of Digital
Measurement, five principles that the trade groups described as, "the foundation of making measurement make sense. The principles are part of an industry-wide initiative being facilitated by
consultants Bain & Company and MediaLink.
The principles are:
Principle #1 – Move to a "viewable impressions" standard and count real exposures online. Today we count
"served impressions" as recorded by ad servers. Often, ad units are not in a viewable space to the end-user or fail to fully load on the screen – potentially resulting in substantial
over-counting of impressions. Viewable exposures are increasingly the norm across other media and better address the needs of brand marketers. Principle #2 – Online advertising must migrate
to a currency based on audience impressions, not gross ad impressions. Brand marketers target specific audiences. Marketers need to understand the quality and number of exposures against their
targets – and the respective reach and frequency of such exposures. The existing digital currency makes this extremely difficult. Moreover, the practice of selling ad impressions makes
cross-media comparisons extremely difficult, if not impossible. Principle #3 – Because all ad units are not created equal, we must create a transparent classification system. Unlike
traditional media, which have a limited number of inventory types (e.g., 30-sec spot, full-page back cover), digital has a myriad of units. A transparent classification system will: •
Reduce complexity from a creative standpoint • Simplify the comparison of ad units across websites • Enhance the ability to track how different types of ad inventory drive different
outcomes • Facilitate planning and evaluation across media Making Measurement Make Sense advocates a transparent classification system, adhered to by all publishers. Such a system will
enable marketers to identify and spotlight the best offerings for brand building, and for other marketing objectives. Principle #4 – Determine interactivity "metrics that matter" for brand
marketers, so that marketers can better evaluate online's contribution to brand building. Currently, the industry is awash in digital interaction metrics. However, these metrics are not
necessarily relevant for brand marketers. Aside from click-throughs, there are few standards for enabling reliable comparison across sites. The industry must identify and define the specific metrics
most valuable to brand marketers and define and implement reliable standards for existing metrics. Principle #5 – Digital media measurement must become increasingly comparable and integrated
with other media. Measurement solutions must facilitate cross media platform planning, buying and evaluating of marketing and media. This is a substantial issue that hampers analysis and decision
making throughout the ecosystem.