New Initiatives Point Toward More Accountable Marketing
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We’re dubbing 2013 the “Year of Accountability.”
Frankly, we’re frustrated with the industry’s inability to advance measurement practices. We must give marketers the data, facts and information to make better marketing decisions. There are two specific initiatives that underpin this push for greater accountability.
The first is 3MS, or Making Measurement Make Sense. In collaboration with the 4A’s, IAB and other industry partners, the ANA is determined to advance digital-advertising measurement and cross-platform analytics. Collaboratively, we have made major strides over the past 18 months. One of the most important developments was the creation of the new standard, the “viewable impression.” This will replace the archaic “served impression,” a source of grossly misleading and overstated metrics. Viewable impressions will lead to the development of the e-GRP which will provide improved commonality across media to facilitate cross-platform measurement.
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