LAGUNA NIGUEL, CA --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, Association of National Advertisers chief Bob Liodice revealed Monday during the opening session of the ANA's Digital and Social Media Summit here. 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 Liodice told 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.”