On Sept. 11, the 4As hosted a Town Hall on digital measurement, the centerpiece of which was the latest from the Making Measurement Make Sense (3MS) initiative. The MRC presented an update on measurement standardization and covered viewability and beyond, all in keeping with the steps put forth by 3MS. The market is adapting and adopting the new standard and looking forward to what its institutionalization can bring. What had once seemed like confusion over "opportunity to see" and the precise rationale for the viewable impression standard just a short time ago was conspicuously absent at this gathering.