• by Joe Mandese , July 16, 2012

The Media Rating Council has emerged as the ad industry’s central entity for coordinating and executing the main components of Madison Avenue’s so-called 3MS initiative.

3MS, which stands for “Making Measurement Make Sense,” was created by the ANA, the 4As and the IAB to tackle the big issues surrounding cross-media measurement in a digital age, and this morning ANA chief Bob Liodice told Digital and Social Media conference attendees that the MRC would take on the role of managing the  core aspects of its efforts.

Those steps include the shift from an ad impression served model to one of “viewable impressions” – a standard in which at least 50% of an ad is viewable to a consumer for at least one second, the transition to an “e-GRP” for cross-platform measurement.

Liodice said the MRC would play the role of becoming the “common ground” across all of the advertising and media trade groups that represent the “marketer’s ecosystem.”

As part of that move, Liodice said all ANA members would effectively become “associate members of the MRC” immediately, and over time, more and more would become “full voting members.”