The ANA, IAB and 4A's just released the first phase of their five-part "Making Measurement Make Sense" initiative, unveiling the project's framework and plans for "pilot tests" and "implementation
timelines" designed to create what the organizations eventually want to manifest in a "cross-platform currency" that can be used to compare digital advertising to conventional media metrics, including
TV's so-called GRP, or gross rating point.
The groups described the cornerstone of the framework would be to move from online media's current "served" impression 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 simply been served whether seen or
not," they said in a joint statement released this morning. "Building on this foundation, 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."
The statement said six months of pilot testing of the new concept would begin in early 2012.