Ad Associations Back Contributions to Making Measurement Make Sense

Three advertising associations urged their members to contribute to the Making Measurement Make Sense (3MS) initiative to “speed up the transformation and maturation of digital measurement,” a joint letter from the agencies said Thursday. The American Association of Advertising Agencies, Association of National Advertisers and Interactive Advertising Bureau said marketers, ad agencies and publishers need to provide the Media Rating Council with “specially structured data on viewability measurement results for their advertising campaigns.” The "most valuable data submissions would be those that illustrate significant vendor counting differences in systematic manners,” it said. “The next phase of 3MS, which has already begun, will focus on the creation of a common, audience-based GRP, followed by the development of common platforms for cross-media analytics.”