An industry coalition targeting standards for digital marketing measurement has turned its guiding principles into an operational framework and plans to begin pilot tests early next year on new methods for counting online display advertising impressions.
The Making Measurement Make Sense (3MS) initiative, launched in February, is a joint venture of the ANA (Association of National Advertisers), IAB (Interactive Advertising Bureau) and the 4A's (American Association of Advertising Agencies). On Monday, the group announced a five-part measurement framework and a timeline for the first tests toward a cross-platform currency for online advertising.
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